So what makes a good logo a good logo anyway? Here are a few guidelines, they are not rules because frankly there are no rules, but these guidelines are based on best practices to get the most from your company logo. At the end of the day you want a unique, clean, simple, and recognizable logo.

• Simple – it’s easy to overthink a logo, but simple is better
• Versatile – your logo should be versatile, used in various colors, sizes, and formats and still be recognizable
• Unique – your logo should represent your business individuality, you are unique, your logo should be too
• Appropriate – your logo should visually communicate in appropriation what you do
• Functional – your logo needs to work wherever; embroidery, social avatars, print, electronically, etc.
• Readable – usage of good text that people do not have to struggle to read, fonts and type sizes
• Color – color is good, but overuse, overlapping, gradients, color dependancies are all problematic
• Effective – this is the hard part, when you strip away colors, details, etc. making something unique and simple with minimal details is where talent and experience come in, where I come in

Now let’s take this one step further with a list of things you should never do with a logo…

• Photos – never, ever use a photograph in your logo
• Complex Illustration – leave these details to other marketing materials
• Transparency – don’t use semi transparent elements
• Rely on AI – this is just asking for trouble
• Clipart or Stock – nope, don’t do it, and make sure whoever you hire does not as well
• Text Outlines / Strokes – don’t do this, it’s very amateur and has a low quality feel
• Skimp – invest in a good logo from the start, it’s a lot more costly to redo everything you’ve used it on, and getting it out to your market all over again

I think it’s easy for business owners to think a logo should be a low cost investment, for one the internet is full of confusing information fighting for your information. Also, a refined logo done correctly looks simple and effortless, but the reality is there was more than likely a good deal of effort and professional expertise put into making it. If you are thinking of hiring a logo designer and would like to explore opportunities to work together, you can have a look at my budgeting for you logo design page, or get in touch to discuss.