Logo Design

What makes a good logo? 6 characteristics

A logo is the face of your brand. A good logo is appropriate, distinctive, simple, and functional, and should convey the brand's intended message.

September 5, 2022
Shahid Khan
What makes a good logo? 6 characteristics

Logo Design is one of the most important parts of developing a strong brand identity. Logos are considered the face of any brand. As for personal brands, you can keep your photo or mascot as the face of the brand but for corporate, you will require a distinctive mark that represents your brand's message.

Now that you have understood why a logo is essential for a business or company, let's see what makes the logo functional and what are qualities of a good logo are.

The function of a good logo

To understand what makes a good logo, we must first understand the purpose of a good logo and what makes it functional.

The function of a good logo is to identify a brand and its core message in the form of a mark or graphic. It is used as a communication tool between a particular company and its target audience.

Logos are used to differentiate products and services from competitors. A good logo should look good but more importantly, it should be functional to communicate the brand's message and branding goals of a company. So it doesn't matter if the founder of a company likes it or not, but it should be appealing to the brand's target audience so that customers can connect and differentiate the company's products and services in the market.

WorkStories Logo

The qualities that make a good log0

Now that we have learned the purpose and functions of a good logo, let's move on to learn the qualities that make a good logo.

1. Simplicity

The most important quality of a good logo is to be simple. Do you know why a logo needs to be simple? Because it becomes easier to communicate a brand's message through simplicity. A simple logo is not distracting, so delivering one particular message through design becomes easier.

Have you seen the recent rebrands of top companies? Did you notice that they are moving towards more simple and flat-styled logos? It is because simple logos are easy to remember. From Nike's single swoosh to Apple's eponymous design, simple logos are easy to recognize and remember. Simplicity is a key ingredient for logos because most consumers only focus on a logo for a short time.

A simple logo should have minimum details and a lot of white space or empty space. Avoid adding unnecessary elements to your logo, use simple, readable fonts, and don't use more than 3 fonts and colors in your logo. This will help the viewer to remember the logo easily and will improve your brand recognition.

Adidas - Pepsi - Nike Logo

2. Relevance/Appropriate

Your logo should be appropriate for your brand's target audience. Before developing a logo suite, it's good to understand customers' likes, dislikes, and values. Because that's the purpose of a good logo to look appealing to its target audience so that they can connect with your brand.

For example, if you are developing a clothing brand for kids, it's good to explore playful color schemes and fonts. And if you are designing a logo for a car company, consider the modern style of logos and fonts. But that doesn't mean a car brand should have a car in its logo. That will make the logo look too generic, it won't be simple and distinctive.

Animal Planet Logo
Animal Planet logo

3. Timelessness

Trends should be avoided in logo design because new trends come and go. But your logo is meant to last long (at least 10 years). And you can't change your logo again and again according to trends. If we use trendy styles, colors, and fonts in the logo, it will become outdated in some time.

Probably the best example of a timeless logo is the Coca-Cola logo. It was designed in 1885 by Frank M Robinson. Since 1885, it had barely changed, that's the power of a timeless logo.

Coca-Cola Logo
Coca-Cola Logo

4. Distinction

Your logo should be distinctive and unique, it should stand out from your competitor's logo. This builds brand identity recognition - people remember it the more they see it.

Starbucks Logo
Starbucks Logo

5. Versatility/Scalability

Versatility means how well your logo works on different mediums that are physically ad digitally possible. Always, start designing your logo in vector format to make the logo scalable. Design black and white versions first, then add your brand colors.

Most logos look good on screen, make sure that your logo works effectively on billboards, posters, business cards, and other print materials.

Scalability refers to how good your logo looks across different sizes. Will it look good on large billboards? or on your website. It should be scalable and functional across different mediums.

Sustain Brand Identity
Sustain Brand Identity

6. Memorability

Make sure your logo is easy to remember. To create a memorable logo, you must follow the principles of simplicity and distinction.

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You can test your logo with your friends - show your logo to them for 3 seconds and ask them to redrew that same logo. If they succeed or get close to how your logo looks, then your logo has passed the test of memorability. You can test it with multiple people and see if your logo is easy to remember.

Memorability is important because we buy from brands we remember!

Apple Logo
Apple Logo


These 6 qualities make a logo instantly identifiable, and ensure that when customers look at it, they’ll connect with your brand. Always look for these qualities while designing your logo!

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Shahid Khan image

Graphic & Brand Designer

Shahid Khan is a graphic & brand designer. He designs timeless brand identity systems for startups and small and medium-sized businesses. And he is helping creatives and designers through powerful design content. Connect!


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