What Makes a Great Logo

Logo design elemtns cutout on paper
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A good logo is like a good cup of coffee. Sure, it can get the job done, but its impression certainly does not last.

A great logo on the other hand takes it to the next level. Like brewing a great cup of coffee, a great logo demands artistic flair, skill, and attention to detail. A designer must blend the right proportions of creativity and practicality to craft a logo that not only stands out but also seamlessly represents the brand.

A great logo captivates us because it pushes the boundaries of our expectations while still remaining familiar enough to be recognizable. Similarly, an exceptional cup of coffee offers a delightful twist on a classic taste, surprising our taste buds without straying too far from what we know and love.

As much as we appreciate a good cup of coffee, wouldn't you much rather have a great one?

What Makes a Great Logo, You May Ask?

A great logo is distinctive, memorable, practical, and simple in form. It conveys the owner's intended message while maintaining effectiveness at any size and without requiring color.

But what makes a good logo … great?

A great logo hinges on two factors: a concept that resonates with its audience and an execution reflecting its values – both are equally vital for success.

Eternity rocket logo

What is the Function of a Logo?

To understand what a great logo is, we must first consider its purpose. A logo is essentially a tool for conditioning. The function of a logo is to identify and represent the company it stands for in one simple graphic!

It is a means of communication between the company and its potential target audience and customer.

A logo tells a customer what to expect from your products, services and even culture; it's an indicator that informs them how you operate internally. A great logo design will let people know about your business values and brand personality, too!

Drawing of a man working on a laptop

Creating a Logo is Easy, Right?

Designing a logo may appear simple, especially when viewing the finished product. However, it's often not as effortless as it seems. A great design results from creativity and thought, incorporating elements such as shape, lettering style, color scheme and visual design.

Why Does Your Business Need a Logo?

Why does your business need a logo? A well-designed logo builds trust and gets people to stick around. It tells potential clients who you are, what you do, and how that benefits them. It communicates to people with no prior knowledge or experience with your business that you do great work.

Magnifying glass looking at Eternity logo

Principles of a Great Logo Design

So what really makes a good logo great? Great design is subjective by nature. Nonetheless, a few principles make up a great logo design.

Stand Out From Your Competition

Be distinctive and unique, not too similar to other logos. It is important to review your competition and make sure that you do not have the same logo or something too similar! This builds brand identity recognition - people are more likely to remember you the more they cross paths with your logo!

Build Brand Trust

A great logo fosters brand trust. When customers trust your brand, you can charge higher prices for your services without prompting concerns about the expense. You want clients to believe they're paying a premium for a product or service because they know their investment will yield exceptional results from experts.

Keep it Simple

Your design shouldn't be overly complicated or busy. The more complex it is, the more forgettable it becomes. Remember: simplicity is more effective for logos than cluttered designs with excessive fonts or images. This approach allows your audience to recall what they've seen, avoiding information overload.

Memorable Logos

Some of the largest brands boast simple yet recognizable and memorable logos. The Nike swoosh is an example of a distinct, minimalistic design. The Apple logo, with its iconic apple shape, is another prime example.

Your logo does not need to be over-designed to be great. Many times when you focus on a simple idea it will end up becoming a more timeless logo that won't look dated in a couple of years.

Eternity logo labeled with on brand color choice, visual hierarchy, and clear easy to read font

The Visual Design Elements of a Great Logo

What Fonts Should You Use For Your Logo?

There are countless fonts to consider when selecting a typeface for your logo. Avoiding Comic Sans and Papyrus is a wise choice. However, don't just pick any font; ensure it complements your brand's look and feel.

Consider the font's readability at various sizes. Your logo typeface should be clear and legible, whether small or large on screen. We typically recommend choosing a simple font for readability at any size.

The following sites are great for finding some font inspiration and breaking out of the default fonts that you might be used to using:

What Colors Should You Use For Your Logo?

After choosing a great typeface, deciding on colors can seem like yet another overwhelming task. But it should not feel impossible! Colors evoke different emotions, so consider what you want people to feel when they see your palette. 

Ensure the colors align with your message. For instance, if your brand represents youth and happiness, dark colors like black or purple may not be ideal, as they might evoke a sense of sadness.

Looking for some color inspiration? Check out these amazing color palette generators and color trend websites:

Interested in learning more about the ways in which color theory can help your business? Check out our blog post on the very topic.

How many colors should a logo have?

It can be easy to get carried away with selecting multiple colors for your logo, however, we don't recommend this. We recommend choosing two complementary colors for a cohesive look. If finding the perfect color pairing seems challenging, the numerous online tools listed above can help you make the right choice.

Visual Hierarchy

Visual hierarchy involves arranging design elements, such as shapes, lines, and text, to guide viewers through your work. Design principles like framing, typography, and color palettes create a strong visual hierarchy.

As we've discussed, a great logo conveys a lot of information. Employing a visual hierarchy to differentiate between various types of information is essential.

White Space

A great logo typically has fewer elements than one might expect. Ample negative or blank space is crucial for balance. This refers to areas without visual content, allowing the logo to breathe and creating harmony in the layout. Removing unnecessary elements ensures an effective and timeless logo.

A well-balanced logo is organized and polished, with no excessive design elements on one side or the other. An off-balance design can seem chaotic and overwhelm viewers.

Alignment, spacing, and symmetry contribute to a balanced design, making even a busy composition feel cohesive.

Dollar signs and the eternity logo

How Much Does a Logo Cost?

The cost to design a logo is different for every company and cannot be easily answered without understanding what they need to do. There are some designers who will charge a flat fee for any job, while other designers may have packages or require you to meet with them to discuss your exact goals before providing a quote.

For example, at the time of writing this blog, a logo from Eternity averages $2,500, with some reaching as high as $7,500. While cheaper options exist online, investing in a great logo offers lasting value. First impressions matter, and a logo's impact on your business is long-lasting – one might say, for an eternity (pun intended). That's why it's essential to view your logo as a worthy investment rather than an expense. Our in-house designers take that investment very seriously.

Eternity logo and pencil icon

Can You Make a Logo Yourself?

In short, no. You should not attempt to DIY your logo, as it may end up mediocre and ineffective. Hiring professional logo designers is a better option, as they possess the expertise to create an exceptional logo and execute the concept flawlessly. Additionally, they handle the challenging aspects, allowing you to focus on running your business.

Logo design diagram

Every Brand Deserves a Great Logo

If you take these tips into account when designing your logo, chances are it'll become memorable for all the right reasons! Remember to balance marketing benefits such as uniqueness vs practical considerations such as creation time and cost. When designed effectively, your logo will help you build lasting relationships with your customers.

Now that you know what makes a great logo, it’s time to take off and create a logo you are proud of. At Eternity, we strive to design great logos. If you need help with the execution of your brand and logo, feel free to give us a shout!

And, if you want to brew a great cup of coffee, look no further than Brave Coffee.

P.S. — If you are looking for some really heavy lifting in terms of market messaging, branding, logo, print design and persona building, you should also check out the dynamic duo of Mike and Seth over at Methodikal. We work with them all the time on collaborative projects!

Logo designer working on logo creation