“When we think of the identity of a company the first thing that crosses our mind is the custom logo design. The logo is the unique icon that represents the company in the market, helps convey its business message to the customers and ultimately helps sell the product and services to them”.

What makes a good and effective logo?

A good logo is: distinctive, appropriate, practical, graphic, simple in form and conveys an intended message.

Five principles of an effective and good logo:

1. Simple

A simple logo design allows for easy recognition and allows the logo to be versatile & memorable. Good logos feature something unique without being overdrawn. Simple logos are often easily recognized, incredibly memorable and the most effective in conveying the requirements of the brand.

2. Memorable

Following closely behind the principle of simplicity, is that of memorability. An effective logo design should be memorable and this is achieved by having a simple, yet, appropriate logo.

3. Timeless

An effective logo should be timeless – that is, it will stand the test of time. Will the logo still be effective in 10, 20, 50 years? Probably the best example of a timeless logo is the Coca-Cola logo created in 1885.

4. Versatile

An effective logo should be able to work across a variety of mediums and applications. For this reason a logo should be designed in vector format i.e an illustrator EPS file, to ensure that it can be scaled to any size. The logo should be able to work both in horizontal and vertical formats.

An effective and versatile logo should be to able:  …print in one colour  …print on the something the size of a postage stamp  …print on something as large as a billboard  …print in reverse (ie. light logo on dark background)  …and also remember printing costs – the more colors used, the more expensive it will be for a business over the long term.

5. Appropriate

The logo should be appropriate for its intended purpose. For example a logo for childrenʼs toys store, it would be appropriate to use a childish font & colour scheme. This would not be so appropriate for a solicitors practice.


Should a logo be self-explanatory? It is only by association with a product, a service, a business, or a corporation that a logo takes on any real meaning.

A logo derives its meaning and usefulness from the quality of that which it symbolizes. If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned.