7 Aspects of Great Logo Design

JCPenney Horrible Logo

This logo actually got a guy fired. JCPenney brand president, Michael Francis.

If you are like most of our clients you have probably been faced with the challenge of creating a great logo for a business at some point in your career. Either you needed to create a logo for a startup or you were reimagining a current logo design.

Its important to be informed about logo design best practices to ensure you put your best face forward. Unfortunately, if you’re not a graphic artist you may not know what makes one logo better than an other. To the untrained eye a logo could look good but may conceal some unforeseen issues that could adversely effect your brand in the long-run.

These are not problems only faced by small businesses. Some of the biggest organizations in the world have fallen for bad logo design. That’s why we feel it is so important to educate our clients and other about the 7 key aspects to a great logo design.


Most people look at their logo REALLY big. However, more importantly, you need to be sure your logo looks good both small and large. This is especially the case online where your logo is used very small in your website header or as icons in Facebook or Twitter. You especially need to be aware of this if your logo has intricate elements to it. Often times intricate shapes and ornament elements will not keeps its crispness when made very small.


Similarly to the understanding how your logo size effects the look of your logo, you need to think about how your logo is going to be utilized. First, understand how your logo looks on dark and light backgrounds. Secondly, Does your logo have iconography elements that will be able to be used for common use online. Lastly, think about how your logo will look on different marketing mediums such as: billboards, print, banner ads, video, etc. A well designed logo is often very flexible so if your logo doesn’t pass this test, take a step back and reconsider.


Does your logo effectively represent what your product or service is? Does it effectively represent your company name? More important, you will need to ensure that the logo represent your core vision for the company. Common relevance problems occur when designers use generic templates or don’t ask the right questions to the client. If your logo isn’t relevant to your company than it will confuse people and you will find you have a really hard time gaining brand loyalty.


Each logo is like a finger print. One look and someone should be able to identify your brand. If your logo is too similar to someone else in your industry you will be labeled a copycat. However, many people’s drive for originality often manifests into simply being “weird”. Its important you don’t get caught in this trap. You are looking for a truly unique logo while still sticking with logo concept best practices. Slightly modifying fonts is an easy way to inject some originality into your logo design.


Your logo should be simple. Your logo needs to make a quick impression. Simplistic logos are more memorable and impressionable than complex logos which are cluttered and ornate. Remove all elements that are not essential to the overall concept. Don’t use too many colors. Most logos are 2 – 3 colors at maximum.


Your logo should stay away from flare like gradients, drop shadows, and embossed edges. These effects take away from the overall brand identity. Remember you are looking to create a quick, memorable impression. You should pay attention to to sizing and kerning of text and other elements. Ensure you logo contains symmetry and appropriate proportions.

Did we forget anything? What are some other aspects of a great logo?

Contact us to learn more about professional logo design services.

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