Whats in a Logo?


Qualities Of A Good Logo

Whether you’re a small business owner or internet solopreneur, odds are good that you need a logo. Sometimes, it’s the last thought on our mind when we open a new business or launch a new website. But really, your logo is an important piece of your branding. It can communicate loads of information in just a few seconds. But what’s in a logo? What makes a good logo? What does a logo need to do and include?

In this post, we’ll look at everything you need to know about designing the perfect logo for your next business venture (or updating your existing one).

What’s in a Logo? Look For These 5 Qualities of a Good Logo

#1 A good logo is simple.

For starters, you don’t need a complicated, multi-layered logo. It’s not a masterpiece of art and culture. It’s more like a name tag for your brand. To this end, you want a logo that is relatively simple and straightforward. Avoid too many colors (2 or 3 is a good maximum). If your logo includes words, use a standard, recognizable font. And don’t get too complicated with shading, texture, or other stylistic elements.

One of the most recognizable logos on the planet, McDonald’s, is nothing more than a set of golden arches, sometimes with plain white text on a red background.

#2 A good logo communicates the brand’s personality.

Source: Wikimedia

Next, think about the emotions, tone, and style you want associated with your company branding. Are you a sleek, modern, and tech-savvy company focused on streamlining customer processes? Or maybe you’re a vibrant, bubbly brand that brings joy to your audience every single day.

Whatever personality your brand takes on, your logo should make it loud and clear. And it should do it at first glance. Take the Disney logo, for example. It’s a playful hand-written font that communicates the magic and fun that the brand embodies.  

#3 A good logo is memorable.

Your logo is like the handshake in your branding. It’s often the first impression that potential customers have of you. So you want to make it a lasting impression. For this reason, your logo should be memorable. Something about it should stand out in the memory of your audience so that they will associate your company with the product or service you offer.

Google’s logo, for example, is simple text in a sans-serif font. But the unique arrangement of colors sticks in the mind of users as the mark of modern search engine technology.

#4 A good logo can be used for multiple purposes.

Depending on what type of business you are running, you will use your logo in a variety of different places. Your website is obvious, but your logo will also show up on business cards, mailers, letterhead, banners, and more—anywhere that your brand needs representation.

So make sure that you design a logo that scales. It should look good whether it’s embossed on a handheld business card or stretched across a highway billboard. Sometimes, not all logos work in all situations. In cases like these, it can be wise to design variations of your logo for different purposes. For example, maybe you include text in certain versions but only an image in others.

#5 A good logo tells a story.

Source: Wikimedia

Finally, as much as possible, design your logo to tell the story of your brand in one way or another. Communicate your values, your mission, your roots, or your vision for the future, for example. It takes a creative mind to do this well, but the payoff is a logo that will stand out to audiences as unique and meaningful.

FedEx is the perfect example. Have you ever noticed the arrow that is created by the negative space between the capital “E” and the lowercase “x”? Well, if this is your first time, you’ll never be able to unsee it. The arrow helps tell the story that FedEx gets your package where it’s going with such ease that you don’t even notice. And what more could we ask for from a shipping and logistics company?

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How To Hire a Logo Designer

So, now you know what’s in a logo. That means you can have yours all banged out by the end of the day, right?

Unfortunately, logo design just isn’t that simple. You might not have any graphic design skills whatsoever, in fact. And spending hours learning them is probably a waste of your time. It could be much more profitable spent elsewhere.

The obvious solution is to hire a logo designer. But what does that entail? How can you ensure that you are getting your money’s worth? Here are some simple tips for hiring a logo designer on Legiit:

Set your budget.

Start off by deciding how much you are willing to spend on your new logo. For a simple affiliate website that you aren’t particularly attached to, you might be able to get a pretty decent logo for $5 to $10. For a business that you are planning to grow big for years on end, you might be looking to set a budget in the hundreds.

Look at samples.

Hopefully, the designers you are browsing have shared samples of their past work. If not, you can always send them a private message to request some. As you compare different designers, find ones who match the esthetic that you are looking for. In their samples, can you find ones that are similar to your vision?

Learn their process.

Before hiring a logo designer, it is worth asking them about their design process. They might outline it in their service description, or you might have to message them with questions. What you want to do is make sure that they have a sense of what’s in a logo based on all the factors we outlined above. If it doesn’t look like the designer will be asking you about your brand values, your mission, your story, or how you plan to use the logo—then they might not be a good fit.

Get the Logo of Your Dreams Today

Ready to get your logo design done right? Whether it’s for a simple website or a full suite of marketing materials, the talented freelance logo designers on Legiit are here to help. Check out their portfolios today.

About the Author


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My name's Ish--college English professor by day, interstellar copywriter by night.

The written word is my one true love (don't tell my wife!). I've been a writer at heart since as early as I can remember, I've been teaching writing for nearly a decade, and I've been content manager of a blog for the college that I teach at for about five years. What's more, I was the lead writer and editor for a table top roleplaying game that raised more than $100,000 on Kickstarter (just Google "Open Legend RPG" and you'll see what I'm talking about).

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