Make It Zing

What Makes a Great Logo: Top Five Qualities for Your Brand

What Makes a Great Logo: Top Five Qualities for Your Brand

“Design is the silent ambassador of your brand.” — Paul Rand, American graphic designer and art director, 1914-1996

Logos are one of the most important graphic design elements, but a bad logo can have a villainous impact on your company or brand.

So, what makes a great logo?


Your logo should stand out from others in your market. The best way to make your logo memorable is to align it with the message and values you want to communicate to your customers. Keep in mind, your logo doesn’t need to say what your organization does, but it should say who you are.

Take the Starbucks logo. It has become one of the most recognizable brands in the world. How do we recognize that logo as an invitation to enjoy an amazing, caffeine-filled cup of coffee? Through the message their logo portrays, built up over decades.

Starbucks started in 1971 and — as with all businesses — they needed a logo. They wanted to “capture the seafaring history of coffee and Seattle’s strong seaport roots,” so they landed on a seductive nautical-themed Siren. In addition to signifying the history of coffee and where Starbucks began, she gives off an alluring feeling, inviting us to bask in her warmth. The warmth of coffee! 


Your logo is going to appear in a lot of different places, such as your website, social media profiles, brochures, digital ads, business cards, etc., so it needs to translate across different platforms without losing clarity and value.

A good rule of thumb: your logo should still be identifiable at about an inch to translate across platforms.

One way to ensure your logo is versatile, is to create it first in black and white. This allows you to focus on the shapes and concepts, rather than color. (Then, by all means, add color!) But a good logo should work just fine in a black-and-white yearbook ad! 


One of the most important qualities of a logo is the ability to evoke emotion. Emotions are stirred through color and typography, which should be chosen wisely based on your target audience and company values.

For example, the Disney logo evokes a sense of youthful whimsy and happiness. The playful typeface works for a company that entertains children of all ages. A similar style for a lawyer or sales platform would not resonate well.


In 30 years, will your logo still look as good as it did from the beginning? Probably not. One way to prevent your logo from becoming boring and outdated is to keep it simple. Don’t overdo it with special fonts and shadows. Ultra-thin fonts and flat shadows are totally in right now, but probably won’t be trendy forever.

A good logo can be refreshed, allowing you to stay current without having to start from scratch and losing the brand equity you’ve built. We recommend refreshing your logo every few years. 


Lastly, keep it simple. Overusing textures, gradients, outlines and other elements can hurt your logo by making it too distracting.

A good rule of thumb: no more than two colors or two fonts.

Is it time your company got a logo refresh? Or maybe even your first logo ever? All of our packages come with logo designs. Learn more about our super logo offerings. Browse our packages today!