How to Design a Great Logo: Essential Criteria to Consider

At Knok Studios, we believe that the initial logo design serves as the foundation for the entire brand image. It sets the tone for all subsequent web design, marketing, and communication efforts. Since our agency’s establishment in 2018 in Vietnam, we have designed dozens of logos, each project being unique.

However, there are general criteria that we always consider when starting to work on a new logo.

 

Design and Visual Appeal

 

Simplicity: Why you need a simple logo

A simple logo is easily recognizable and memorable. It avoids unnecessary complexity, ensuring clear and effortless communication.

We have learned from experience that a minimalist design approach often works well in creating a great logo. Complexity is one of the biggest mistakes made by our customers in their initial logo idea. They tend to include everything, which can hinder the effectiveness of the logo.

We like to remind them of Nike’s approach to logo design. The Nike Swoosh, a minimalist representation of the wing of the Greek Goddess of Victory “Nike,” expresses movement and speed with clean and fluid lines.

 

Memorability and distinctiveness: Make an impression with your logo

Your logo is often the first thing your customers will see. You only have a fraction of a second to grab their attention and leave an impression. It should have distinctive features of visual elements that make it stand out. A unique combination of shapes, typography, or colors can create this impression.

Take the Apple logo, for instance. The bitten apple design is instantly recognizable and creates an immediate impression. A full apple would have been less impactful.

 

Timelessness: Will your logo stand the test of time?

When building a company, it’s important to have a mid or long-term perspective and avoid being influenced by short-term trends. This applies to logo design as well. We have seen some people overly concerned about their logo being up to date with the latest trends on social media.

We advise against falling for such trends, as a good logo needs to be effective for an extended time. Rebranding can also be very costly and confusing for the customers.

If you think you need to frequently change your logo to keep up with trends, consider Coca-Cola. Their logo, with its flowing script and red color, has remained virtually unchanged for several decades, making it one of the most recognizable logos worldwide.

 

Product and Industry Fit

A logo is not just a stand-alone piece of art; it should convey something about your company and your industry.

 

Service/Product Related: How does your logo relate to your offering?

When designing a logo, it’s crucial that it reflects your company’s offerings and added value. Your logo should give potential customers an idea of what your business is all about. Finding your “market fit” begins with a clear understanding of your offerings, which should be reflected in your logo.

Take FedEx’s logo, for example. It incorporates an arrow hidden in the negative space between the “E” and “x,” symbolizing their efficient and forward-moving delivery services.

 

 

Industry Fit: Are you respecting the codes of your industry?

All industries have their own design codes. Understanding these industry-specific visual cues allows you to create a logo that resonates with your target audience. People see hundreds of logos every day and naturally make mental associations based on their experiences. When working with our customers on a new logo, we decode the industry’s visual language and create a logo that fits within it.

For instance, in the healthcare sector, blue appears in nearly 85% of all leading providers’ logos. Blue is commonly associated with trust, security, and tranquility. On the other hand, brown is rarely present in these logos, as it is often associated with dirt.

 

 

Brand and Value Alignment:

While your logo needs to reflect your company and industry, it doesn’t mean you can’t express your personality through it. As we work on creating a new logo, we also help companies define their brand image and values.

 

Brand Image: Put your logo at the center of your branding strategy

Your logo is a central piece of your brand image. It visually represents your brand’s identity and personality. Whether you want to anchor your company in tradition or appear young, dynamic, and future-oriented, these crucial elements of your brand identity should be incorporated from the start of your project. Consider the Google logo, which features playful and vibrant colors. This design reflects Google’s innovative, friendly, and creative brand personality.

 

 

Value Alignment: Which story your logo is telling?

Your logo should align with your brand’s core values. It should evoke emotions and create a connection with your target audience.

For example, Patagonia, an outdoor clothing company, uses nature-inspired elements in its logo, such as a silhouette of a mountain range. This design choice reflects their commitment to environmental sustainability and resonates with their outdoor-loving customer base. In 2022, the founder of Patagonia handed the company to a trust fund to tackle the climate crisis, aiming to give $100 million per year to environmental causes. This is a story worth telling through your logo.

 

 

Versatility and Adaptability

Your logo will exist in plenty of situations – it needs to be good in all of them!

 

Scalability: Will your logo still be looking good in a different size?

Your logo should retain its proportions, clarity, and visual appeal when scaled up or down. This is not a minor detail. We have seen many people unhappy with their logos when they realized that they became completely unreadable when used in a small format.

Nike’s logo is once again a prime example of scalability. Whether it’s displayed on a small sneaker tag or a large billboard, the iconic Swoosh retains its impact.

 

Versatility: Will you be able to use your logo in all situations?

Your logo should be versatile and work well across different mediums and applications.

It should maintain its visual impact and legibility in various colors, backgrounds, or materials. The Twitter logo is an excellent example of versatility. Whether it’s displayed on a mobile app, website, or physical merchandise, the recognizable bird icon remains consistent and easily identifiable.

 

 

*How well do you know the Apple logo: The answer is B