What makes a good logo design?
When it comes to seeing a logo that makes you wonder, “Why didn’t I think of that?”, what exactly is it about the design that gives you that impression?
There are four critical elements that can be seen in every great logo design:
- It must be describable
- It must be memorable
- It must be effective without colour
- It must be scalable i.e. effective when just an inch in size
Points 1 and 2 go hand in hand, because if you can’t describe what a logo looks like then how will you be able to remember it?
Point 3 is important because colour is secondary to the shape. Adding colour to your logo should be left to the very end of the process, because if the mark doesn’t work in black only, no amount of colour will rescue the design.
Point 4 is vital for things such as office stationery (pens, pin badges etc.). All those little things that people often forget about.
I’ve chosen a logo to illustrate the four points:
The above logo is for Open University (OU), the UK’s leading distance learning organisation. You can view the OU website by clicking here, where you’ll see the logo used in context (and in a much smaller size).
There are a number of text variations to accompany the OU mark. This gives greater freedom for those reproducing the logo in different formats. For example, the top right mark (above) wouldn’t fit on the side of a pen as well as the centre right version (above).
What I enjoy most about this mark is its simplicity (the ‘O’ inside the ‘U’). The OU logo has evolved over the years. It didn’t always have the glass effect that is a common trend amongst today’s logos. You can read more about logo trends by clicking here. It’s important to remember, however, that trends don’t last.
Take a look at how the OU logo used to appear across it’s range of marketing materials (below):
The same dinstinctive, memorable, scalable, describable, reproducable mark was used to set the Open University apart from its competitors.
Applying the same four critical design elements, I’ve chosen another logo to showcase from LogoPond’s collection.
This logo design, for Chiropractic Health Centre, is by Stefan of Dreamerworx.com.
You can view some more of my personal LogoPond favourites by reading Just how good are LogoPond’s logos?
Do you have a favourite logo that uses the four critical elements? Perhaps there’s another element that you think should be shown in a great logo.
Let me know about it, and if you have any thoughts on this article (in agreement or disagreement) please do drop off a comment below.
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The OU logo also works well across all their collateral - course information, TV adverts and direct mail are clear, recognisable and easy to understand which adds to their simple and classy logo. It’s also based upon a ’shield’ which is common among university designed identities, hailing back from the heraldry designs of old.
The KeepOpen.com logo is great, definitely one of those ‘wish I’d done that’ designs :-)
Point 1 makes me think of the Astra Zeneca logo:
http://www.astrazeneca.com/
I don’t like it particularly but I have a very clear picture of it in my head. However, I could only describe it as, “a funny squiggle”, which is of questionable value and is certainly less than accurate. So, to me at least, it’s memorable but I can’t really describe.
What it has got it the thing that I think you haven’t listed which is idiosyncrasy or uniqueness, which is a little different to being memorable.
Richard, I don’t like the AstraZeneca monogram either. When you look at it, it’s obviously an ‘A’ and ‘Z’, but there’s no way I could tell someone how to draw it.
Personally, I don’t think it will last.
Uniqueness is a great point. Sometimes I wonder how possible it is to create an entirely unique logo. Sure, you can create one that’s unique to you, but to create one that no-one else has never created is another thing altogether.
I often see new logo ideas batted around forums for critique. Quite a few times there’ll be someone who replies with an image of an established logo that appears almost exactly the same as the new idea. The designer will be adamant that they hadn’t seen the older logo before.
I am fascinated by this topic. I particularly like the example you’ve chosen in the OU logo- simple yet interesting. Do you ever read the Brand New blog? (http://www.underconsideration.com/brandnew/) Lots of good discussion there about what makes a good logo and the differences between old corporate brand identities and new “improved” ones.
I find the HOW forum a good source of design conversation.
Lots and “designers” rip stuff off, others are influenced, often we’re subliminally informed. I do believe similar forms can result legitimately, especially where there’s clear, logical rationale involved. I think what’s important is that we strive for uniqueness and that we don’t believe “ripping off” is in any way acceptable.
(Except in advertising?!!?)
Thank you for this article on logo design. I love the logos that you focused on. I think the simple logos are the ones are the best, but I agree with the above commenter that it is almost impossible to be completely unique as there are millions of logos out there. There is a fine line between ripping a design off of another designer and just being influenced. Good article.
In the last few months Suntrust Bank re-did their logo, and I definitely took note of the new one far more then the old one. https://www.suntrust.com/
I would say all of the 4 pts you mention are excellent!
Excellent post. I appreciate your insights into the important parts of a logo. I’m not necessarily a designer but manage to get by when it comes to web related design. Logo design, however, is one of those things I can’t even get close to. I wonder if people truly appreciate just how hard it is to make a good logo?
There’s surely a fifth critical element? Surely every logo should mean something? It should represent the organisation or individual’s key values and belief, it should tell some kind of story.
This is where designers can get really creative and express these things in abstract ways.
That said, you can get too abstract!
“Keep open” is genius and I like the rhino one as well.. Open University? I’m not to sure about that.
Thanks for the great 4 rules! I agree with Aaron about that 5th element, but I guess it’s kind of implied for a logo to represent the organization. Oh, and thanks to Randa Clay for that “Under Consideration” logo before and after website. That was way cool too!
David,
GREAT question. One I’ve asked myself several times. I can pinpoint amateur design and loath it but what triggers my admiration for good design. I’ve thought about your question and for me I’ve pinpointed 2 techniques for starters.
One is my appreciation for the principal of gestalt. (this is one where they say is it 2 faces or a wine goblet). This technique appears in the UO logo and many other images that my pique my design senses. I also love the technique where typography is replaced with tangible items that the mind uses to fill in the gaps and still read the message. Ex: Using a hand print to replace the letter W.
Why do we like something? It’s a tough question - I’m going to think about it some more. Thanks.
Ed
I’m not sure what the old Suntrust logo looked like. Can you find it anywhere?
Bret, I’m far from the greatest logo designer too. It’s something I love doing, but I’ve a long way to go. I’ll be posting about the world’s best logo designers soon.
Aaron, it’s a point well made. Your logo must communicate your ethos. It needs to say something about you or the company it represents.
ilker, the KeepOpen.com logo is an interesting idea. I love the negative space, but as I mentioned in the post I’m just not too sure how I’d describe it to someone.
Ed, thanks for your comments. If you know of any particular logos that you think are worthy of the ‘great’ tag I’d appreciate knowing.
The same goes for everyone else. Thanks.
i’ll use this info to build my site’s logo
thanks david…
Great blog! I stumbled upon it while surfing digg. This is a great topic that elicits excitement in many seasond marketers and business owners. I have always been an admirer of OU’s design as well.
I created the logo at blipd.com to mean “exposure exchange” from many to one. I separated Blip |d to get Many=Blip and One=d. I don’t have a degree but I think it will be extremely effective after I launch.
The OU logo looks like a toilet seat with a hole in it. That’s how I would describe it.
[...] makes a great logo? Filed under: Uncategorized — recar @ 9:49 pm What makes a great logo? Title speaks for itself.[technology] [design] [...]
Congrats on making it to the front page of Digg! I dugg you and made your article “my #1″, whatever that is…
Keep up the great work!
Yeh, that allways annoyes me. When you see a logo, and you think why diddnt i think of that.
But if you really try, you can come up with a really cool logo.
I would say that the FedEx logo, is great
http://www.fedex.com/
There is a long back story on it, how it was designed, and of course the hidden sign in it and such.
Very, very helpful, thanks!
Great post, I definitely agree about the OU logo.
Sorry for the self promotion, but since you asked, I believe my site’s logo fits your 4 points well. http://customize.org/members is a good example of how we are using the logo in different ways, including a heart that is based on the logo and inspired by the “I
your UO has already been done …
http://www.uoit.ca University of Ontario ;)
[...] http://www.davidairey.com/blog/what-makes-a-good-logo/ [...]
I hope you don’t mind I submitted your post to digg. And it looks like your server crashed.
Great article. Explained as simple as possible to average visitor
The keepopen logo is bad. When I first saw it I didn’t recognize the negative space and thought it was some sort of weird green boomerang. It only took me a quarter second to realize my misinterpretation but for a logo, that’s no good.
[...] What makes a great logo? : Creative Design :: (tags: logos design art) [...]
I like FedEx’s Logo. Not to long ago I read an entire article about it and the Sub-Conscious Arrow in it.
I really like the look of the re-designed Cisco company logo.
http://www.cisco.com/
This page seems to be getting some attention so I thought I’d point out that the I Love NY logo at the top of the article isn’t the true “I Love NY” logo. Check out http://en.wikipedia.org/wiki/I_Love_New_York. The easiest way to identify the look-alikes is to see if the serifs on top of the letters are flat; the real logo has distinct curves on the outside edges of the serifs.
You can also see the logo on iloveny.com; despite it being small, the curves can still be made out especially on the “Y.”
You have some major problems with the chosen logo, some that don’t adhere to other things. 1. The initial ‘big blue logo’ at the top of the post is an attempt at ‘web 2.0′. I hate the term Web 2.0 as much as I can’t stand the logo. But who just learned how to use Photoshop. Did anyone notice the simplicity of the I Love NY Logo compared to this crap? Even the following logos were better. There’s no attention to composition. Typeface choice is fine. No complaints.
Kudos to getting on the front page of Digg man, I left comments on there and in the forum for you :) Site is coming along nicely, a lot more than I can say for divspace.com, which I’ve obviously let die off in a slow and painful death due to other priorities in life. Mainly because techies don’t like ads, and ads support everything I do :)
Cheers, mate, and good luck in everything you do!
Interesting stuff.
I don’t follow up on design all that closely but I do appreciate the careful thought that goes into creating a logo. Obviously for many companies their logo is their calling card and so it better be good!
Anyway, this is a very interesting interview I read a while ago on the FedEx logo. I am sure you have seen it but for those who haven’t, it’s a pretty good read.
http://www.thesneeze.com/mt-archives/000273.php
Regards,
Stijn.
http://www.logopond.com is where I get my inspiration from
What makes a great logo?…
When it comes to seeing a logo that makes you think, “Why didn’t I think of that?”, what exactly in the design gives you that impression?
There are four critical elements that can be seen in every great logo design:…
Good article.
I don’t like the 3D style Open U logo - to hard and expensive for print and not great for photocopy/B&W, I guess that is why they have the other designs, much better.
http://goldcoaster.wordpress.com
I usually respond to everyone individually, but in this case I’m unfortunately pushed for time, so I’ll pick out a few comments to reply to:
Dick, the OU logo was around well before 2002 when the University of Ontario was first established.
Jim, I too am a little unsure about the KeepOpen.com logo. It is a nice use of negative space however.
J A Limberg, thanks for pointing out the difference with the ‘I love NY’ logo.
Joe (jrupp.com), I know where you’re coming from with the Web 2.0 reference for the most recent OU logo. I think it’s better without. I don’t agree with you when you say there’s no attention to composition. Strip it down to the U (shield) and the O (negative space). Very simple composition.
Again, to those of you I haven’t mentioned, thank you for stopping by and commenting.
Great article. What’s always bothered me is the logo of Fortis Bank (http://www.fortis.com/). It’s absolutely atrocious.
You can view it here.
[...] Apr 2007 | Tagged as: Design, Internet Some thoughts on what makes a great [...]
I’m amazed at how often we over look legibility as criteria. It is inferred with describable and scalability - but I’m always amazed at logo’s that are not easily legible.
[...] David Airey recently shared four critical elements that can be seen in every great logo design and should be [...]
another great logo design is the newer Baskin Robbins logo Logo
Absolutely true. Scalability and simplicity are the most important factors. I realised this when I was creating alogo for myself.
nice article, and food for thought - something I need to consider for my web-sites right away..
i recently asked a few people what they thought of the logo done for a french graphic designer [url]www.brand-genesis.fr[/url]
no one liked it, so i changed it with some variations [url]www.brand-genesis.fr/images/logo2.jpg[/url]
do you think this follows the rules for a good logo??
thanks
[...] Here is an article that tries to explain it all. Or at the least, has an intelligent viewpoint on modern logotype design. A good resource. [...]
Diggable Digg…
Diggable Digg: A bunch of links from Digg’s Technology page here… Internet turns 38 today, according to WIRED, because it was April 7 1969 which saw the publishing of RFC 1, a plan on connecting different networks into a “network of networks” (ret…
I dissagree with the criteria.
1/ It must be describable
2/ It must be emotive (it must make you feel a certain way)
3/ It must be based on some form of truth (a usp)
4/ It must be scalable i.e. effective when scaled down to an inch in size
It DOESNT have to communicate what you do. A brand mark is a flag. It tells people you are here. And of course your branding is much much more than just your logo. Every element should be unique to you in some way.
It’s good if your logo works in black and white, but these days its not essential. Just HOW many faxes do you send? It is good if your logo work in ONE COLOUR though.
The Open University (OU) brand logo is a classic. It is both an ‘O’ and a ‘U’ and it looks like a university badge that is sewn onto the front of a uniform. I cant believe no one here has got that! The photoshop filter element of the logo helps communicate emotivly that we are now part of the computer age (although normally I hate this sort of treatment, but here it has meaning) as the OU is now mostly run online instead of by post.
[...] What makes a great logo? [...]
“3/ It must be effective without the use of colour”
I would like to complete this idea from a little bit different perspective…
These days the 3D logos are very popular, but a GREAT 3D logo is which works as 2D logo, too.
Excellent Post! Nice examples & description of logos. Yesterday i passed another great article on Chracteristics of logos. Its worthable to read. Here’s the url…
http://www.logoblog.org/wordpress/successful-logo/
[...] 11 trends that will define logo design in 2007 What makes a great logo? [...]
@leenewham
Indeed, a logo doesn’t have to communicate what you do. But it should visually communicate what and who you are to your target audience.
How you visually wrap this should be based on the balance between those two things (1:you[the source], 2:them[the target audience]).
To me this is the hardest but also the most interesting part.
yeah, the OU logo looks pretty, and makes sense, but i can’t stop thinking TOILET SEAT WITH A HOLE everytime i look at it. i think the shiny bevelling promotes the toilet look/feel even more. sorry OU.
“yeah, the OU logo looks pretty, and makes sense, but i can’t stop thinking TOILET SEAT WITH A HOLE everytime i look at it. i think the shiny bevelling promotes the toilet look/feel even more. sorry OU.”
You made me laugh… :)
Great tips mate ;)
Great example in the ou logo
I’ve been wanting to get a logo for some time, this was an excellent post with a lot of good info to get me started.
[...] What makes a great logo - Article from David Airey [...]
Great thoughts but I disagree with you on OU. I think it looks like a toilet seat cover - maybe I’m infantile for thinking that but I’m sure there are others. There is no question the I LOVE NY is brilliant - it says what it has to say - the font is warm & fuzzy - and the others are nice but my vote is NO on OU.
I have to agree, I definitely saw the first large logo and thought it was going to be some company dealing with toliets or the bathroom in some way.
Qué hace un gran logo…
Interesante artículo en el que el autor nos da las claves que hacen a un logo “grande”. Visto en http://www.webintenta.com/que-hace-un-gran-logo.html...
I absolutely love the large version of the OU logo, where did you manage to get such a high res picture of it? :)
Great post, I definitely agree about the OU logo.
it really help me to work in finding a good logo for class.
Excellent article! Thanks for the information. Now I have seriously think about redesiging my website’s LOGO.
My personal requirements of a good logo:
1. Anyone who knows your brand should be able to draw your logo in the sand with a stick. In other words, it must be simple, recognizable, and not dependent on color or 3D shading.
2. The design must be timeless. Don’t use any pop fad designs (e.g. how many 80’s logos used sweeping paint brush strokes or neon sign looking text?) The logo should look good today and 50 years from now. This can be done by using simple geometric shapes and/or simple contours in creative ways.
That’s it. Every logo you pointed out in your post fits this criteria.
Totally agree with Darrick.
If you can draw it or describe it…it’s good.
Good to know. How forum is great.
Very constructive discussion
i’ll will use these tips for creating my company’s logo. Thanks
Does anybody know what is the logic behind the Fortis Bank logo?
I am sure there is something interesting. Any ideas?
I agree, there are many things that can affect the perception of a design or a logo. It is interesting that when you look at a certain logo or design you automatically have an opinion or idea of what they are. I was looking at this website that has blogged about the presidential elections and how their logos are affecting their running for office! Check it out it is really pretty cool!
I am so glad I found your site.
Recently I re-did my blog design and the logo was one of the things I really struggled with. Didn’t really go with one at the end in the hope the whole header navbar will become sort of a logo. Perhaps I need to think about this more.
What do you think?
RT
Definitely go with a specific logo. A logo needs to be memorable. People won’t be able to remember your whole header / navbar.
Thanks for commenting.
So something to do with the letters like you have with your name?
I’d say try NOT to go with monogram. Everybody does a monogram at some point and there are only so many ways to combine 3 letters together. Many people have similar initials, so therefore you will have similar logo’s.
Find out what is different about you. A monogram worked for IBM, but only becaue everyone called them IBM instead of International Business Machines…they had no choice, it’s what they were known as (but weren’t called). Apple computers didn’t call themselves AC, Fedex didn’t call themselves FE and when Companies are known by their initials, they tend to include a symbol, like AOL and the wierd triangle thing , MSN have the butterfly etc
I’ve tried to get a logo made for my other site in the past, but I’m waiting for the guy to get back to me with the completed work.
If I had Photoshop, I’d probably take a shot at it myself…PYSIH - there’s got to be a way to combine those letters in an attractive manner.
These days, you also need a logo that can scale down to a 16×16 pixel favicon. Or at least a portion of of the logo needs to scale down, for use on the entity’s website.
Yes, it’s something I consider too (the favicon).
The Baskin Robbins tagline is ‘31 flavors’, and you can see the numbers 31 in the ‘BR’ (in the middle of the name).
I wasn’t familiar with their tagline.
Yes, I agree with Sam, Baskin Robbins REdesign was very cler indeed. 31 and B/R Brilliant!
The design has a calming effect, but as a chiropractor the hands are not quite representative of the profession. It’s too generic. Most chiropractor place their hands in a certain fashion are place one on top of the other sort of overlapped, palm face down.
Great to get a chiropractor’s insight into the health centre logo above. Thanks for that. Perhaps the pointed lines used for the fingers aren’t the best idea either, as the last thing a potential customer wants to think about are sharp hands?
Dave,
I was looking at the logo again and initially I did not really noticed the sharp hands till you mentioned it. Kinda like the heart shape outline though. Below is a picture which may help you if plan to do another logo. It’s a very common hand position called the “cross pisiform.” Hope it helps you with some insight.
Hello,
Could you advise me a program to create logo.Or Are there any web application you know to create logo
Thank you ?
I often think of redesigning our logo (asking someone to do it, I won’t be able to do it myself).
But if it is easy to say “no, I don’t like this one, this is not what I’m looking for”, it is very hard to describe what you would like…
Someone told me about http://www.logoholik.com/ and I must say I like their designs, but will I go for $350 at the risk of getting nothing I like…
Any opinion about this site ?
The hand logo (above) isn’t one of my own. I’ve referenced the creator in the blog post. Unfortunately the link to your image didn’t appear, but I appreciate the thought.
Kiz,
I use Adobe Illustrator when creating logos.
dontmiss,
I hadn’t seen the logoholik site before, but my first impression is that they keep their logo designs simple, and that they give a much better impression than the majority of logo design websites.
My advice to you is, if you’re not a designer, don’t create your business logo yourself. Hiring a professional will stand you in good stead, and save you a lot of money down the line.
Is it a good idea to have your logo copyrighted? Or is it more cost and trouble than it is worth. My company is very small, but my logo designer mentioned the possibility of getting a copyright.
No logos I’ve designed are describable - my own [ my avatar ] cannot be described as a shark made up from the letters c, d and n; nor can briks.si’s logo be described as the “word” ‘briks’ made of block-like letters - neither description completed describes the logo in question.
“completed” -> “completely”
Also, my education resulted in a science degree - I doubt there’s an artistic neuron in my cranium. :)
As for copyrighting your logo, it’s a good idea if you plan on spending a large amount on marketing. You don’t want to outlay a huge amount of money, then find someone else is suing you for infringement. It all depends on the scale of business you undertake (in my humble opinion).
Chris,
Thanks for stopping by and commenting.
I’ll try your advice, my logo is a piece of …. :(
Spare wheel’s last blog post..Vantage GT2 racing car
Just stumbled upon your site, and must say that i am enjoying reading your articles. Regarding dontmiss’s comment about my services, logoholik is actually one man band - me :)
Cheers,
Bojan
I just had another look through your logo designs, and I particularly enjoyed the Park City Interactive one. Nice idea.
Thanks David. Your Miskeeto logo is really excellent!
The logo should be instantly memorable as is the New York design.
IMO it’s too generic as well. However, I can see why the chiropractor picked it out. We as a profession tend to be very caring and emathetic so a logo of holding hands that also = a heart would make most chiropractors want to give someone a hug. However, that level of (over)sensitivity only represents about 25% of the population.
Best advice I could give to someone is to test the logo out on some people with no vested interest in the company. Heck, you could run a random poll through google adwords, I bet and get cheaper results than hiring anyone.
Summerville Chiropractic’s last blog post..Your Most Successful Year Yet - learning Focus, Part 2 of 5 - Dr. Ben Lerner
Nice article. Your logos are really excellent. I am a graphic design student in Mauritius and stumbled on site. You’re doing a great job and thanks for your articles. Those helped me a lot during my exams…
Regards,
Akshay
Asking what others think of your design is always a good idea, and like you say, if they’ve no vested interest it leads to a more balanced opinion.
Akshay,
I hope you get the results you want in your exams.
Great article. The “I get it!” response is so very important in driving home your points 1 and 2. I try to induce this response with all my logo designs, including my own organization’s logo (www.hardlysquare.com). Sometimes I wonder if my idea will be recognized. But, I think this is a concern most designers have. I always run my ideas by designers and non-designers. This is usually a great filter.
Thanks,
Peter
I like your logo, and feel it ties in excellent with your tagline of ‘adding an edge’. I’m glad you directed my attention to your site.
Hello David,
What do you think of my logo? I designed it in a hurry but somehow I like the concept of the first letters. Any logo portfolios you would recommend I look to as an example?
Thanks
Dave
Stumbled across your blog and have added it to my list of favourites. The logos I create are usually fairly simplistic due to a lack of artistic flair.
I’ll certainly be using the tips you’ve provided above in my future projects. They seem simple points but they are so true!
My family has an offline business (Construction Company) that uses a similar logo to the example here. One letter inside the other which also happens to be the first letter of the word on all the trucks. People have to take a second and third look to a)figure out what it says completely (Memorable) and it looks clean and simple still. (And if they dont figure it out, most often they will approach and ask which has led to a LOT of business) The memorable part played a huge role in the success of our logo. We also chose a paint color that stands out and is different from any other truck/road traffic. To further add to brand awareness. Since changing over the logo/color business jumped greatly. who’d have thought.
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With your logo, I read ‘raditional rish ifts’. The contrast is too faint on the first letters of each word.
David,
Thanks for the favourites addition. I appreciate it.
Awesome post, helped me learn a lot. :) Thanks!
Good post. I see so many lousy logos these days, I wonder if there is anyone left that know what a quality logo looks like. I like your guidelines.
Dan’s last blog post…Yahoo! Answers Owns
Thanks for a nice, simple summary of what a logo should be (and all of the great comments). We have found our own logo has worked for very small (e.g. as an icon in LinkedIn profiles) to very large (projected on the side of a wall when we sponsored an event). It has been printed In multiple colors (for use on shirts) and works with and without our name. Most importantly, it visually describes what the company offers (a representation of our training curriculum). Hope you agree…
Thanks for reading, and for adding your thoughts. Much appreciated.
Interesting post David. I find that the logos I like best are the ones that are smartly done, like the LG logo for example. These are the kind of logos that I remember.
Nice post David, I like the logos and agree with all your tips. I think that your logo needs to stand out to get people coming back by remembering the logo. This can be a disaster or triumph depending on the liking and quality of your logo. Some very valid tips and definitely some to remember for the present and future.
Good of you both to stop by my little corner of the web. I hope you’re keeping well.