A good logo is simple, recognizable and versatile. It works at any size, in one colour and on any material, it looks different from competitors and it suits the business it represents. Clear typography and a design that doesn't chase trends help it last. That's what makes a good logo, and here are ten practical things to look for.
These come from more than 25 years of designing identities at PinkDog Designs, and from years of teaching identity design at Selkirk College. A logo is only one part of a brand, but it's the part people see most.
What makes a good logo? The 10-point checklist
Simplicity. A simple mark is easier to recognize, remember and reproduce. If you need a minute to describe it, it's probably too busy.
Recognition. People should be able to spot it quickly, even from a glimpse on a passing truck. Strong shapes and clear contrast help.
Versatility. It has to work on a website, a business card, a shirt, a sign and a social media avatar, horizontal and stacked.
Scalability. It must stay clear at 16 pixels as a favicon and at several metres wide on a building. Fine lines and tiny text are usually the first to fail.
The one-colour test. Print it in solid black, then reverse it out in white. If it falls apart without colour or gradients, it isn't finished.
Distinctiveness. Put it next to your competitors' logos. If it blends in, it isn't doing its job.
Appropriateness. A logo for an accounting firm and a logo for a bagel shop should feel different. The tone has to match the audience.
Typography. Whether it's a custom wordmark or a typeface paired with a symbol, the lettering has to be readable, well spaced and right in tone.
Longevity. A logo is an investment. It should still work after the business grows, adds services or opens a second location.
Timelessness. Trendy effects date fast. Design for the next ten years, not the next ten months.
Which of these matter most for a small business?
All ten matter, but some carry more weight on a small budget.
One colour and scalability — You'll use the logo on cheap and varied materials, from stamps to vinyl decals
Distinctiveness — Local competitors often look alike, so standing apart is valuable
Simplicity — Simple marks cost less to reproduce on signs, vehicles and embroidery
Appropriateness — Customers judge you quickly on whether you "look right" for the job
Real project examples from my studio
I've designed logos for organizations across the Kootenays and British Columbia, and each one had to pass these tests in its own setting.
Nelson Transit. A transit logo is seen in motion and at a distance. You can see it in the Nelson Transit project.
Kootenay Lake RV and Hemlock Homes. Logos for businesses like these have to feel right for their markets and typically work across signs, vehicles and printed materials.
Blueridge Power. An energy business generally needs a mark that looks dependable and reads clearly wherever it appears, from paperwork to work sites.
Aonta Accounting. Professional services call for restraint. The appropriateness test matters most here: trustworthy before clever.
Different industries, same checklist. The answers just look different each time.
Common mistakes when judging a logo
Judging it big on a screen. Always look at it small, in black and white, and on a phone.
Asking it to say everything. A logo identifies; it doesn't explain. Your website and messaging do the explaining.
Following a trend. Gradients, shadows and the font of the moment will date quickly.
Designing by committee. Collect feedback, but have one decision-maker.
Skipping the files. A good logo delivered without vector files and one-colour versions will cause problems for years.
Using clip art or templates. They're cheap for a reason: other businesses may be using the same mark.
Frequently asked questions
What are the 5 basic principles of logo design?
The five most often cited are simplicity, memorability, versatility, timelessness and appropriateness. A good logo is easy to recognize, works at any size and in any colour, will not date quickly and suits the business it represents. Scalability and distinctiveness are close behind.
Should a logo have a hidden meaning?
It can, but it does not need one. A clever detail is a bonus, not a requirement. What matters more is that the logo is clear, distinctive and works everywhere you need it. Most people will never notice a hidden meaning anyway.
How many colours should a logo have?
Fewer is usually better. Many strong logos use one or two colours, which keeps printing, embroidery and signage simple. Whatever the full-colour version uses, the logo must also work in a single colour.
Can I design my own logo with an online logo maker?
You can, and it may be enough for a very early-stage idea. The drawback is that logo makers draw on shared templates and icons, so the result is rarely distinctive and you may not own it outright. When the business is established, a custom logo is a worthwhile investment.
How often should a business update its logo?
There is no fixed schedule. Update it when it no longer reflects what you do, when it fails practically, for example it can't be read small, or when your business has changed direction. A well-designed logo can last many years with only small refinements.
About the author: Nichola Lytle has run PinkDog Designs in Nelson, BC since 2001, designing brands, publications, signage and digital work for clients across the Kootenays and British Columbia, and has taught identity, typography and publication design at Selkirk College.
If your logo is struggling with a few of these tests, it may only need refining rather than replacing. Have a look at my branding services, or get in touch and we can talk about where it stands.