What makes a good logo? A simple checklist

Everyone knows a good logo when they see one, but few people can say why it works. After more than a decade of designing them, I have a simple checklist I run every logo through. Here it is, in plain English.

1. It is simple

The best logos are surprisingly simple. Think of the brands you can draw from memory. Simple logos are easier to recognise, easier to remember and easier to use everywhere. If it needs a paragraph to explain, it is trying to do too much.

2. It works at any size

A logo has to look just as good on a tiny social media avatar as it does on a shopfront sign. If the detail turns to mush when it shrinks, it is not doing its job. Good logos stay clear and recognisable at every size.

3. It works in black and white

Before colour, a logo should work in plain black and white. This is the real test of the shape and the idea. If it only looks good in full colour with effects, the underlying design is weak. It also needs to work reversed out, white on a dark background.

4. It is timeless, not trendy

Trends are tempting, but a logo you will use for years should not look dated in eighteen months. I aim for a look that feels current but will still feel right in five or ten years. You do not want to be rebranding every time a style goes out of fashion.

5. It suits the business

A logo for a children's party business and a logo for a law firm should not feel the same. A good logo fits the industry, the audience and the personality of the business. It sets the right expectation before a single word is read.

6. It is versatile

One logo is rarely enough in practice. A good logo comes as a small family: a main version, a simplified version for small spaces, and perhaps an icon on its own. That way it works neatly across a website, social media, business cards, packaging and signage.

The quick test

If your logo is simple, scales well, works in black and white, feels timeless, suits your business and comes in a few flexible versions, you are in great shape. If it is falling short on a few of these, it might be quietly holding your brand back, and it may be time for a refresh.