a photo of the Mercedes benz logo

Critical Qualities for an Effective Company Logo


Photo by Mike B

Orange Digital Technologies helps companies create a digital logo design that reflects their values and resonates with their audience. Beyond these factors, there are also other qualities excellent and effective logos have in common.

Some might wonder what’s so difficult about creating a logo. Between Nike’s check mark, Apple’s actual illustration of an apple, and even simple spelled-out names of the company like GAP and Coca-Cola, some famous logos are pretty straightforward. In fact, most of these companies utilize simple shapes and uncomplicated typography.

So, what’s the fuss about logos’ complexity?

If one’s looking at the result of a designer’s hard work, these logos can undeniably be downsized to small scribbles that look easy. And this simplicity is what makes them effective. However, given their purpose to make every company distinct and the thousands of businesses currently active and competing in the market, it’s more challenging.

The Truths of Logos

Logos take thought, creativity, and long hours to plan and illustrate. By its definition, a logo is a focal part of every company’s branding. It is an identifier representing the company, so they’re distinct, easily recognized, and remembered. Companies see that they’re identifiable whenever people see their logos and help separate them from the rest.

This is also highly crucial with the internet’s influence today. Companies must have a digital logo design that can catch people’s attention as they’re subconsciously scrolling down a plethora of data.

Everything in the world is extremely fungible, especially products and services.

Imagine a world where companies aren’t represented by logos. People would take ages to purchase necessities and hours to differentiate good products from bad ones. Instead of quickly identifying a product based on its logo, people would be forced to read and compare every single label. Hence, effective logos must be simple yet distinct from the rest.

Beyond this factor, what else makes an effective company logo?

It Must Be Easily Recreated From Memory

McDonald’s letter “M,” or arches, Nike’s check mark, and Adidas’ three stripes have something in common: simplicity. Anyone can easily copy or recreate these logos, even those without art or design backgrounds. Others may argue that this makes these companies susceptible to copycats and indistinguishable. But this is where copyrights and trademark royalties are useful. They make sure no two companies share the same or closely similar logos.

Logos that can’t be easily replicated means they aren’t structurally adequate to be used long-term and has no factor of longevity to sustain their concepts. Additionally, simplicity also influences the logos’ longevity. It also makes them memorable. Compared to complex logos, one with a single swirl can be remembered easier. The challenge then is on the designer to create something simple but isn’t mistaken for another logo.

It Must Be Structurally Sound

This is another factor that most designers commonly overlook. Humans prefer symbols that appear organized, aligned, and symmetrical. This means there’s a need for logos to look balanced for them to be appealing and effective. It’s because structural soundness can be associated with deliberateness and excellence. Hence, the more structurally attractive a logo is, the more people will be impressed and attracted to it.

Many might disagree, believing that with modernity, people will be more attracted to unique forms. However, most people may still prefer novelty, structural balance, and classics compared to the more modern typography or designs. If a company’s logo lacks this balance, as with structures lacking foundation, it will make the symbol look weak.

It Must Be Founder-Approved

The logo should cater to more than just people’s interests. Its design should also consider the company’s founder or executives’ preference. It’s crucial to consider what the higher-up thinks because the company is the fruit of their labor, and they wouldn’t want any negative changes to impact their business.

This fondness might make it difficult for designers to conjure a good logo. But their opinions and two cents greatly matter regarding decision-making. This makes gauging the higher-ups’ tastes and preferences a crucial part of designing. Designers must reach a perfect balance of this fondness and a structurally aesthetic logo design.

It Must Be Remarkable

Effective logos stand out and catch people’s attention. But, there’s a fine line between catching attention due to how displeasing a logo is and grabbing attention because of how remarkable the logo was illustrated. To achieve a sense of remarkability, most designers go ambitious and incorporate a story into the logo, which to a certain extent, is the right move.

It doesn’t have to relay something profound or reflect what the company offers for it to be considered effectively remarkable. Companies can work on an abstract yet simple logo to create attraction and have the logo resonate with its audience.



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Mohamed Elarby

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