Logo Design: The 9 Golden Rules

Angela Merzib


"It is vital to make sure that when you make a logo, it truly represents your brand and can connect with consumers."

Your logo design is a central part of your business’s branding, as it is usually the first point of contact for your potential consumers.

As such, it’s vital to make sure that when you make a logo, it truly represents your brand and can connect with consumers.

There are several aspects that go into logo design, and they may change depending on your needs and the industry you operate in.

Even so, the best logos all share 9 major characteristics, no matter the differences that make them unique.

Here are the 9 major characteristics of the best logos:

1. Easy to Recall

When someone can recall, remember, and replicate a logo with relative ease, then you’ve probably got a good one. Think about the Nike swoosh, Mcdonalds arches, and Adidas three stripes. All of these are simple and memorable enough for people to easily recall and replicate.

2. Looks Structurally Sound

Imagine the logo were a 3D shape that you could put on your desk. Would it topple over or stand firmly? Does it look balanced and symmetrical? People favor imagery and symbols that look organized, aligned and symmetrical.

3. It Is Intriguing

People love a good mystery, so creating a mark that has a hidden or double meaning (that isn’t too literal) in the mark is intriguing. When people see something interesting, they tell their friends, and then it spreads. Remember when someone told you there is a hidden arrow in the FedEx logo? Yeah, like that.

4. It Is Simple

Many successful brands have very simple logos. They are easy to recognize and remember when seen for a short time or the first time. Too many details are distracting and forgettable. Remember, the logo doesn’t have to tell the whole story about what you do and who you are, it’s used for identification.

5. It Is Relevant

Do the fonts, colors, meaning and design style makes sense for the industry and audience? All of these items can trigger different emotions and association in the customer’s mind about your brand so you should ensure they fit accordingly.

6. It Is Memorable

When your competitors are all using a certain type of font, or the same kind of colors, or a particular type of icon style or shape, do something different. It gives you the perfect opportunity to set your business apart rather than blend in.

7. It Is Timeless

It can be very tempting to want to incorporate the latest design trends to your logo design but down the road your logo can look dated and stale, so rather aim for a design style that will have some longevity.

8. It Is Versatile

A good logo can be used in a variety of ways, shapes, and situations. Is the logo able to adapt to the various design applications it will be placed on? A good way to know this is the squint test, if you scale the logo down to an inch or less and squint when looking at it do you still recognize it?

9. Don’t Be Literal

A logo doesn’t have to show what the company does, in fact, it’s better if it doesn’t, because the more abstract the mark, the more enduring it can become and the more intriguing it is to look at. A logo is a representation of who you are, the association of what you do can be shaped for the public over time.

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