What makes a great logo (and what to skip)
Your logo is usually the first thing people see, and it's what they'll remember you by. It doesn't need to explain everything you do. It just needs to be unmistakably you.
Here's what I look for when I design one.
Keep it simple
The logos we all know are almost always simple. A simple mark is easier to remember and works everywhere, from a tiny social icon to a big sign.
If your logo has a lot of fine detail, gradients that only work on screen, or text you can't read when it's small, it's doing too much.
Make sure it works everywhere
Your logo has to live on your website, social profiles, invoices, merch, signage, maybe even embroidery. Before you fall in love with a design, picture it in all those places.
A good logo usually comes in a few versions: a full version, a simpler stacked or icon version, and a one-colour version that works on dark and light backgrounds.
Make it feel like your brand
A law firm and a coffee shop shouldn't feel the same. Your colours, fonts and shapes should match your personality and the people you're trying to reach.
Ask yourself what you want someone to feel in the first second they see it. Trustworthy? Fun? Premium? Design toward that.
Test it big and small
Shrink it down to the size of a favicon. Blow it up on a poster. If it still reads clearly at both sizes, you're in good shape.
Trends worth knowing about
Minimal: clean lines, simple shapes and good use of negative space.
Geometric: circles, squares and triangles for a sense of balance.
Hand-drawn: a personal, crafted feel that works well for small brands.
Custom type: a unique wordmark can be just as memorable as a symbol.
Gradients: they add depth on screen, just make sure you have a flat version for print.
One note on trends: use them carefully. A logo should last years. If the main reason you like a style is that it's everywhere right now, it'll probably look dated soon.
My process for a logo that lasts
Look at your competitors and find a gap.
Sketch a lot of ideas before touching the computer.
Narrow it down and refine the strongest two or three.
Choose colours on purpose.
Show it to real people in your audience and listen.
Thinking about a new logo or a refresh? I'd love to hear about it.
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