What makes a great logo?

Logos are all the talk in today’s design era and many people look at them as the star of the show. The truth is that logos were never meant to be the main focus, they were created with the scope of identification and proof of ownership (early days of cowboys tagging their cattle). With this misconception, people started to think that a logo should be as expressive as possible and say as many things about the company as possible.

In the words of Sagi Haviv, partner and designer at Chermayeff & Geismar & Haviv, one of the world’s most recognizable and respected designers, a logo should only be three things. Appropriate. Distinctive. Simple. A logo is not communication — it's identification.

Appropriate

Context is important

A kindergarten logo should always look different from that of an architecture firm. A construction firm will look different from a private hospital. Appropriateness means that the logo should reflect the industry and audience it interacts with.

Also, keep in mind that the logo should not be too expressive. The Apple logo is not an iPhone. The Nike logo is not a shoe. A logo that says much less will represent much more.

Distinctive

A unique mark for a unique brand

Brands need to stand out. That means the trademark needs to be strong, recognizable, and unique. Qualities, when implemented correctly, help companies achieve a powerful position in the market and not be mistaken for a competitor.

But how do you create a unique logo design? It all starts with a recognizable idea. A simple and interesting idea, when translated into an actual mark, can represent the company without telling a story. Working in black and white at first and adding color later greatly helps in knowing if a design is truly distinctive.

Simple

Keep it simple, but not stupid

Simplicity allows for versatility. The KISS (Keep it simple, stupid!) principle is key here. A simple and minimalist logo enables the broadest possible use cases, from website favicons to billboards the size of buildings.

Another great test explained by Sagi Haviv is the “doodle test”. See if the design can be recreated on a piece of paper from memory. The better and simpler the design, the easier it is to successfully perform this test. It makes for a logo that persists in people's minds.

Bonus

Timelessness

Doesn’t look a day over 375

When achieving a balance of all three key attributes, you have a good logo. But good is not always best, you want greatness. A great logo has a fourth quality. It is timelessness.

Every designer should strive to create a timeless design. Some of the best logos have been used for many decades and don’t show signs of stopping. Take for example the Nike swoosh, Coca-Cola script, and McDonald's golden arches. These are all showcases of truly great design that will last many years to come.

Ultimately, a well-crafted logo is a piece of design that will represent a brand in the present and the future. It is a visual piece that resonates with the brand and the audience.

In the constantly evolving landscape of graphic design, using these basic principles ensures that the logo not only captures the present spirit of the brand but also stands the test of time.

IMAGE CREDITS

MCDONALD'S LOGO, DESIGNED BY JIM SCHINDLER, PHOTO BY LIAM SHAW

MERCEDES-BENZ LOGO, PHOTO BY AMBITIOUS STUDIO* - RICK BARRETT

NIKE LOGO, DESIGNED BY CAROLYN DAVIDSON, PHOTO BY LENNART UECKER

APPLE LOGO, DESIGNED BY ROB JANOFF, PHOTO BY LAURENZ HEYMANN

HEINZ LOGO, DESIGNED BY JONES KNOWLES RITCHIE (JKR), PHOTO BY PEDRO DURIGAN