Principles of a Good Logo Design

Principles of a Good Logo Design

Your company’s logo is the foundation of your business branding.  It is one of the first interactions you will have with a potential customer.  Not only is a good logo easily recognizable, but it also helps inspire confidence and loyalty on the part of the consumer while distinguishing your business from the competition. Understanding the characteristics of a successful logo can help you choose the most effective design to represent your company’s specific brand identity.  Here are five key principles to remember when creating/redesigning a logo for your company.


  • Consistency, in the case of logos, refers to repetition of similar elements used in either the same or most likely similar ways that would change the image yet will keep a certain distinction that will help people remember that it is still the same company.

  • When designing or redesigning your logo, you want to keep in mind that the logo deign should match your company’s tone and message (read our brand guide blog post to find out more).

  • Consistency signifies professionalism, purpose and stability.

  • By thinking carefully and deliberately about your logo you can shape how people perceive your organization.

  • The typography and color scheme used in the logo should also be in accordance with the company.

  • Create a design that is similar throughout all of your materials. From a business card to a website to an educational brochure, there should be certain elements that are always the same.


mcdonalds logo
nike logo
  • Simplicity makes a logo design easily recognizable, versatile and memorable.

  • Remember the acronym K.I.S.S. (Keep It Simple, Stupid)

  • Not only are the simplest logos the most identifiable (McDonald’s arches or the Nike swoosh) but they also enable your logo to work in multiple forms of media.

  • Logos that are hard to conceptualize may also be hard for your customers to remember.

  • Having too many illustrations, font choices or colors can overcomplicate your image.

  • A tip for simplicity is that a child should be able to draw it.


  • Following closely on the principle of simplicity is memorability. An effective logo design should be memorable, which is achieved by keeping it simple yet appropriate.

  • Your logo needs to be easy to remember because it builds brand recognition and loyalty in your audience.

  • Remember: Something can be memorable for good reasons or bad reasons. Obviously, you want every logo you design to be remembered only for good reasons. Anything that causes controversy or offends people will only hinder an identity and, ultimately, harm the reputation of a brand.

  • Complex logos or logos with no connection to the business or target audience are logos that have an uphill climb to memorability.

  • A logo is for immediate identification and should not be overdrawn or over the top.

  • The idea is to leave a long lasting impression on the consumers’ minds so that when they see your logo, they immediately recall those very thoughts, feelings and emotions that they have experienced (or want to experience) with your brand.


versatile logos
  • The best logos look equally fantastic in grayscale, black and white or reverse print. They also work well at any size, whether it be shown on the web or printed on letterhead, brochures, flyers or billboards.

  • A logo fitting all circumstances proves its purpose and reliability.

  • A logo should be designed in vector format, to ensure that it can be scaled to any size without losing quality.

  • A logo that is too vertical or horizontal will become difficult to read when enlarged or reduced in size.

  • Your logo design shouldn’t restrict where you want to make your company known.


  • A logo is purely for identification, recognition and what people tend to forget is that a logo does not have to clearly state what the business sells or offers as a service.

  • Among the top 50 brands of the world, 94% of the logos do not describe or show symbols of what the company does/sells.

  • Properly reflect the feeling or vibe of the business, either literally or figuratively.

  • It's important to research a brand’s mission, values and its target audience before designing a logo - this will ensure that the logo is appropriate and effective for the brand.

  • Logo must convey the intended message of your business.

In conclusion, we have outlined a few tips to keep in mind when the logo design or redesign process happens with your company.  We hope that after reading this, you have a greater understanding of the important elements to consider.  If you are looking for help with your company's logo design, contact our Tampa graphic design team by clicking here!

About the Author

tyler walsh


Tyler comes to Farmore Marketing with multiple years of internet marketing experience across a variety of industries.  He loves to play golf, the UConn Huskies and travel to new places!  




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