A logo is a combination of text, colour and symbols used to identify a business or organisation. However, what truly makes a logo ‘good’? Our fantastic marketing team at GCS Malta discusses a good logo’s characteristics in this article.

Good logo design has to do with how a brand’s needs are satisfied; usually, this is achieved through brand research and by following the basic logo design principles to optimise the visual elements used to create the logo.

A good logo should be;

  1. Distinct

A logo must be able to stand out among those of its’ competitors and tell the brand’s story at a glance. Therefore, it is crucial to do proper research to create something original and impactful, avoiding the same kind of imagery.

  1. Relevant

A logo needs to be relevant to the target audience it is made for; in this case, audience research should be carried out to find what design elements appeal to them. For example, a logo aimed at a children’s toy store will be more fun and brightly coloured, whilst a corporate company will have toned down or monochromatic colours and a minimal style to create a sense of professionalism.

  1. Simple

At a second glance, a logo should be able to grab the viewer’s attention and imprint itself in their minds. This is not possible if the logo has too much information, or detail, for our brains to process. The simpler a logo is, the more memorable it becomes. When designing a logo, less is more.

  1. Timeless

Although rebranding is an option, changing your logo continuously will confuse consumers, affecting their ability to associate any specific logo with your brand. The trick to a timeless logo is to avoid designing to trends since they quickly become dated. Instead, focus on the message you want to evoke whilst looking at examples of logos that have withstood the test of time, such as Coca cola, 7up, McDonald’s, Nike and Adidas.

  1. Versatile

Versatility refers to how well a logo can adapt to different mediums and sizes, in print and digital formats, no matter how big or small or strange the layout. The goal is for the logo to look its best in every situation. Thanks to responsive logos, this has become less of a challenge.

Why GCS Malta?

At GCS Malta, our marketing team of creatives can take your campaign to the next level by providing you with expertise in marketing, branding and design. Contact us today to find out more about what we can do for you.

Article by Francesca Falzon