What Makes A Logo GREAT?

When it comes to logo design I am always looking for the meaning behind the image… the WOW FACTOR. As a designer I have seen thousands of logos and there are some that have withstood the test of time because of 4 simple principles. They are memorable, easy to describe, scalable and powerful without color.

One of the most well known logos to illustrate these 4 points:

The Apple logo has pretty much remained the same since the 1970s. It is a classic example of the first two principles. These two principles are where designers shine or fail. Finding the perfect combination of concept and creative is what makes designing a logo an exciting process.

The Apple logo is also an excellent example for the third principle, scalability. Whether the apple is engraved on the back of an ipod nano or a fifty-foot billboard, it still suits the medium. And since there is no text that accompanies the apple icon it can go even smaller and still be recognized.

Last but not least is powerful without color. Apple incorporated this principle in 1998 by making the apple monochrome. If the logo looks good in black then 10 changes out of 10 it will look good in the color of your choice. Depending on how strong your icon or font, you may also be able to change the color depending on what your logo is appearing on.

When you have the right client, the right concept and creativity… a GREAT logo emerges!