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What makes a great logo?

Paul Rand, one of the world’s greatest graphic designers’ states that “a logo is a flag, a signature, an escutcheon, a street sign. A logo does not sell (directly), it identifies. A logo is rarely a description of a business. A logo derives meaning from the quality of the thing it symbolizes, not the other way around. A logo is less important than the product it signifies; what it represents is more important than what it looks like. The subject matter of a logo can be almost anything.”

I think we can all agree a brands logo is essential but what are the key things to consider to ensure your logo is as effective as possible, read on to hear my thoughts on the matter.


McDonalds golden arches, Nike’s swoosh, Twitters bluebird – if you can create something that people can recall with ease, you’re on to something. Think unexpected or unique without being too overdone.


Will your logo still be relevant in 50 years’ time? Longevity is key here not current fads or trends. Think of Coca Cola or Cadbury for example, logos and brands that have been around for as long as most of us remember.


Think about the channels your logo will be most visible, print, social media, video? Maybe it will be used on clothing, billboards or packaging. Your logo needs to be readable whether tiny or huge and in an array of guises.


Designing a logo for a new alcoholic drink, you probably wouldn’t choose a childlike font and pastel colours. Colour is such an integral tool in conveying your brand message, it creates the very first perception for customers and with it comes emotions, feelings and experiences. The right colours will define your brands value, support brand positioning and distinguish your business.

Finally, you’ve got to love it! It’s so important for you to feel a strong affinity to your logo and brand aesthetics. That is why I would always recommend working with a professional designer that takes the time to really understand your brief. For more than a decade I have spent thousands of hours working closely with many businesses, I love working with clients to get to know their brand so that together we can create a unique and compelling logo.