What Makes a Good Company Logo?
We realize that if you ask ten people what makes a good company logo, you’ll likely get ten different answers.
Is it as precise as legendary graphic designer Paul Rand put it when he said, “A logo is not just a mark – it’s the embodiment of an organization. Logos are symbols, and symbols don’t explain; they identify.”?
Or is the answer as simple as when a judge once famously said, “I know it when I see it”?
A logo is not just a mark – it’s the embodiment of an organization. Logos are symbols, and symbols don’t explain; they identify.
Paul Rand
Like all things branding, marketing and advertising, we at Estland have some thoughts on the subject. In fact, you could go so far as to call us experts on what makes a good company logo.
So, when you’re trying to develop your next brand mark, keep the following in mind.
A Company Logo Must be Memorable
Simple or striking? Traditional or trendy? Playful or professional? Honestly, it doesn’t matter which approach you take as long as your logo is memorable.
It should have that “it” factor. You know, clever without being complicated. Think of it like a good first impression–confident, engaging and unique.
Your Company Logo Should Stand Out
At its core, your logo’s job is to be instantly recognizable. That means it must stick out against your competition. It visually communicates who you are and serves as a graphic representation of what your organization stands for.
In short, aim to be the black sheep, not just another plain old member of the flock.
Don’t Let Your Logo Leave Them Guessing
Your logo should be as easy to read up close on your phone or a business card as it is on a billboard along Interstate 81 in Harrisonburg, VA.
We wholeheartedly agree with logo designer Sagi Haviv when he said, “Logos survive because they can adapt to countless formats.” A good logo doesn’t require an explanation. It just works wherever it lives and whenever you see it.
Logos survive because they can adapt to countless formats.
Sagi Haviv
Logos Should Remain Timeless
Design trends come and go. Great logos stand the test of time.
And like anything built to last, a great logo isn’t rushed—it’s researched, refined and ready to grow with your brand.
Bring Your Brand Into Focus
Great logos don’t happen by accident. They’re designed with purpose and rooted in strategy. If you’re ready to refine—or redefine—your brand identity and company logo, Estland’s here to guide the way.
