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What Makes a Good Logo? 8 Key Design Elements

Justin Ellison


A logo is one of the first things people associate with a company’s brand. That’s why it’s important for a logo to be both memorable and recognizable. The goal is for customers to see your logo and immediately think of your company. So, what makes a good logo? Great logo design communicates who you are and what you stand for. It should be simple enough that it can be easily remembered and recognized.

When designing a logo, it’s important to stay true to your brand values. If your brand is all about fun, then your logo should reflect that. On the other hand, if your brand is more serious, then your logo should convey that message as well. A well-designed logo is an essential part of a strong branding strategy. It can help make it easier for customers to recall your brand and think of you long after they see your logo. Here are the elements of what makes a logo great.


A good logo is essential for any business—it’s one of the first things customers will notice, and it will be a key part of your company’s branding. It’s important to get it right, but that doesn’t mean you need to over-complicate things. In fact, some of the most iconic and successful logos are very simple. Think of the Nike swoosh or the McDonald’s arches. These logos are easy to remember, and they’re immediately associated with their respective brands. When designing your logo, don’t try to cram too much information into it. Keep it simple, and make sure it accurately represents your brand identity.


It’s important to make sure your logo is legible and easy to read no matter where it appears. This means using a font size and style that will be readable on everything from business cards to billboards. You may also want to consider using a sans-serif font, as these are generally more legible than serif fonts. Ultimately, your goal should be to create a logo that is both visually striking and easy to read.


Your logo should be sharp, clean, and recognizable, no matter what size it is. When designing your logo, always keep in mind how it will look when it’s scaled down. Simple designs tend to work best because they’re still legible at a small size. Too many details will just get lost when the logo is shrunk down, so it’s best to stick to a few simple elements.

Contrast and Balance

When it comes to designing a logo, one of the most important considerations is color. The right combination of colors can help to make a logo more eye-catching and memorable. Contrasting colors, such as light text on a dark background, are often particularly effective. Using contrasting colors can help to make a logo more visible and ensure that it stands out from the surrounding text or images. In addition, contrasting colors can also help to create a more cohesive design.

There are also a few key elements to creating a well-balanced logo. First, pay attention to alignment. All of the elements of your logo should be aligned so that it looks clean and professional. Second, create symmetry. This doesn’t mean that your logo needs to be perfectly symmetrical, but it should have some balance so that it looks like a cohesive whole. Finally, don’t forget about spacing. Make sure that there is enough space between all of the elements of your logo so that it is easy to read and understand.


Because a logo is a key part of a company’s branding, it needs to be memorable. It is the impression of the company customers remember long after they have seen it. A well-designed logo should be simple, memorable, and relevant to the values of the brand. When designing a logo, it is important to consider how it will be used across various channels and how it will be remembered by customers. The best logos are those that are able to effectively communicate who a company is and make it easy for customers to recall the logo and think of the brand long after they have seen it.


A lot of businesses make the mistake of thinking their logo has to be literal in design. They believe that it needs to explicitly show what their product or service is in order to be effective. However, this is far from the truth. In fact, some of the most successful logos are those that are more abstract or conceptual in nature. This is because they help to emphasize the brand’s identity rather than the product itself.

A logo should be seen as an icon or symbol that represents the company as a whole. It should be visually appealing and recognizable, two things a literal design often lacks. So if you’re struggling to come up with a logo for your business, don’t be afraid to think outside the box. You may just surprise yourself with what you come up with.

Audience Appropriateness

When it comes to design, who you’re designing for is just as important as what you’re designing. After all, you wouldn’t want to use the same font for a child’s birthday invitation that you would for a law firm’s website. The same goes for logo design. Consider who your audience is and make sure your fonts, colors, and other design elements are appropriate for them. For example, if you’re targeting a younger audience, you might want to use brighter colors and softer fonts. On the other hand, if you’re targeting a more mature audience, you might want to use more subdued colors and cleaner fonts. Keep your audience in mind when making logo design decisions and you’ll be sure to create something they’ll love.

Negative Space

It’s not just what you put in a logo that counts, but what you leave out as well. White space, or negative space, is the area around the subject of an image. It’s an important element of design and can help to create a feeling of order and calmness. Too much white space can make a design feel bland and lifeless, but too little can make it feel cluttered and chaotic.

The key is to find a balance that allows the viewer to focus on the subject without being overwhelmed. In logo design, this can be achieved by surrounding the logo with a band of empty space, or by using placement and spacing to create a sense of harmony. When used effectively, negative space can give your logo a clean and professional look.

A strong, well-executed logo is one of the most important aspects of a successful brand. It needs to be instantly recognizable and memorable, as it will be the first thing people see when they interact with your company. Luckily, these key principles of good logo design can help you create an effective logo for your business. However, if you’re feeling overwhelmed by the process and need the assistance of professional graphic designers—we can help! Holland Adhaus can assist you in creating a powerful and lasting brand identity for your business. Let us take care of everything—from designing your logo to developing a comprehensive marketing strategy that will make sure your target audience remembers who you are.

Justin Ellison

Justin Ellison

Creative Director, Holland Adhaus

Justin’s work always stands out from the rest.

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