Kristin Pruis • August 29, 2018
The question might seem simple enough. Isn’t the difference between a good logo design and a bad logo design is that one is attractive and the other is ugly? Well, not necessarily.
There’s more to a good logo design than you might think. It’s not just about creating a logo that’s beautiful. It’s about communicating! Effective communication is your logo’s number one and most important job. If your logo is beautiful too, well that’s a plus!
A good logo design hits the mark on communication when your ideal client can look at it and instantly feel a connection. They have a sense about what you do and the kind of product or service they can get from you. A bad logo design misses the mark on communication when it confuses. Customers don’t know what the logo is or what it stands for. They aren’t clear on what your business is about or what it sells.
Your logo must be usable. Well, duh, right? A logo that is truly usable, however, is a lot less common than you think. I’ve run across so many business owners in my experience that have a total dud for a logo simply because they can’t use it the way they want. Maybe you can relate. So how do you know if your logo is usable or not?
A good logo will be created so that you can use it on any marketing materials or in any application your heart desires. That means both for printed needs and digital screens. It will be created in not just a JPG format but also provided to you as a PNG and a vector format like EPS or AI. A bad logo design will only be provided to you in JPG or PNG format. This means you can’t print it without it appearing fuzzy or pixelated. This also means your logo will likely not be easily editable in the future.
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Versatility is another key component of a good logo. If your logo can’t be used in different contexts it’s going to be difficult for you to use it in a way that represents your business well. What do I mean by that?
A good logo design comes with variations so that it can be used on light or dark backgrounds or even in black and white. You may even get a secondary logo or sub-mark to complement your logo for when your full logo isn’t appropriate or not the right shape. A bad logo design has several colors so it’s hard to make it cohesive in another design or maybe only comes in one orientation. This makes it difficult for your business to look it’s best and mold your logo to fit the various needs of your brand.
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Your logo should be simple! When it comes to logo design, most non-designer’s instincts are that more elements make it better, but it’s actually the opposite! Simpler is better.
A good logo design will have the fewest elements possible that it needs to effectively communicate. Sometimes that means it’s only made up of text and a customized font and that’s OK. A bad logo design tries to say everything but accomplishes the opposite. When you have too many elements in your logo it becomes busy and hard to interpret quickly, which is the whole point of a logo.
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How tragic would it be if your logo was so similar to your competitor’s logo that your potential customers got the two of you confused? Pretty horrible, right? You’d be missing out on all that business! This is why having a unique logo (and brand) is so important for your business.
A good logo will be unique and memorable so that it can be easily recalled after someone engages with your brand. A stand-out color palette or a clever shape can help you create a logo to remember. A bad logo will mimic other logo designs and get lost in the sea of similar businesses. If you simply try to copy another person’s logo design or ask a designer to copy someone else’s work, you might benefit from educating yourself on the importance of strategic logo design.
Have you been wondering if your logo falls in the good or bad category? I’d love to hear your thoughts! Shoot me your questions in the comments! Need a logo that meets all the criteria for a “good” logo design? Shoot me a message here or check out my branding packages!