When a designer first takes on a new logo project, he spends a lot of time trying to understand both the organization and its audience. We'll get to the process of learning what a logo needs to "say" later, but first, let's talk about what makes a great logo in the first place.
Most logo designers follow some iteration of these principles of great logo design:
- Simplicity: Is the design simple and clean enough to be flexible and easily recognizable? Is it not too busy, distracting, or confusing?
- Memorability: Is it quickly recognizable? Will people only have to spend a second or two thinking about it to get it?
- Timelessness: Will it still be a great logo in 10, 20, or even 50 years?
- Versatility: Does it scale to different sizes without losing quality? Will it work across various media and within different contexts?
Appropriateness: Does it resonate with the desired audience?
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