What Makes a Good Logo
By Owen Fay . Posted on December 14, 2022

A logo is the face of your brand. It represents who you are and what you stand for. If you want to create a memorable logo, you need to consider several aspects.

Logos play a crucial role in branding. They represent your company or organization and communicate its identity to customers. The design should reflect your values and vision.

There are three main elements to creating a successful logo: simplicity, creativity, and consistency. Simplicity means keeping things simple. Creativity means using unique ideas and concepts. Consistency means having a consistent look across multiple platforms.

In this article, we will cover the elements that make a good logo and how to get feedback on your options before going live.

The Function of a Logo

In order to understand what makes an effective logo, we must first define what a logo actually does. A logo is a symbol that represents a product or service. Logos help people recognize a brand and associate it with certain values, emotions, and experiences.

A logo is often used to attract attention and make a strong impression. Good logos are designed to stand out from the crowd and grab the viewer’s eye.

Logo designers are tasked with creating a unique representation of a brand that distinguishes it from competitors while communicating ownership of a brand’s stakes in the market. This is accomplished through the use of typography, color, shape, and image composition.

When designing a logo, keep in mind that it needs to work across multiple platforms, including print, web, packaging, signage, etc. While some elements of a logo can be applied to each medium, others require specific adaptations. For example, a simple wordmark might work best on a small piece of paper, whereas a complex typeface could be better suited for a larger space like a billboard.

As a designer, you’ll want to think about the following questions when developing a logo:

  • What is my client trying to accomplish?
  • How am I differentiating myself from my competition?

The Visual Elements of a Logo

visual elements of a good logo

Logos are usually comprised of typefaces, colors, and images. They are used to help brands stand out from competitors and convey a certain feeling about the company behind them.


The use of color in logos is an important factor to consider when designing a brand’s visual identity. Different colors can evoke different emotions and associations in the viewer, and choosing the right colors for a logo can help to reinforce the brand’s message and values.

For example, the color red is often associated with passion and energy and is often used by companies in the food and beverage industry. Blue, on the other hand, is often associated with trustworthiness and reliability and is commonly used by financial institutions. It’s important to carefully consider the colors used in a logo, as they can have a powerful impact on how a brand is perceived.


The use of shapes in logos is another important element of brand design. Shapes can be used to create visual interest and appeal and can help to reinforce a brand’s message and values. For example, a circular shape can represent unity and wholeness and is often used by companies in the healthcare industry. A triangular shape can represent stability and strength and is commonly used by construction companies.

The choice of shape can also have cultural significance, as different shapes can have different meanings in different parts of the world. For example, the triangle is a sacred shape in many Native American cultures, and its use in a logo for a company that operates in North America may be considered inappropriate. It’s important to carefully consider the shapes used in a logo, as they can have a powerful impact on how a brand is perceived.


The use of text and fonts in logos is a crucial element of brand design. The right font can help to reinforce a brand’s message and values and can create a sense of recognition and familiarity for the viewer. For example, a classic serif font may be used by a company in the legal industry to evoke a sense of tradition and reliability.

A modern, sans-serif font may be used by a tech startup to convey innovation and forward-thinking. The choice of font can also have cultural significance, as different fonts can have different connotations in different parts of the world. For example, a highly decorative font may be considered appropriate for use in a logo for a company that operates in Asia but may be seen as overly ornate in a Western market. It’s important to carefully consider the text and fonts used in a logo, as they can have a powerful impact on how a brand is perceived.

Elements of a Good Logo

15 Types of Logos and How to Find the Right One for Your Brand Featured Image

Before you begin designing your logo, you’ll first need to decide what kind of brand identity you want to convey. Is it a company name? Or maybe you’d like to represent a product or service? Whatever type of brand you choose, you’ll also need to decide what elements you want to incorporate into your design. For instance, does your logo need to feature text? Does it need to contain images? How large should it be? Here are the elements to consider when designing a new logo.


Simplicity is a key element of a good logo. A simple logo is easy to recognize, easy to remember, and easy to reproduce across different mediums and applications. A simple logo is also versatile and can be used in a variety of contexts without losing its effectiveness. For example, a simple logo can be scaled down for use on a business card or enlarged for use on a billboard without losing its clarity and impact.You can also use a QR code generator to turn your logo into a scannable code and add it to your business card and other promotional material.

A simple logo is also timeless and can remain effective for many years without needing to be updated or redesigned. Many of the world’s most iconic and enduring logos, such as the Nike swoosh and the Apple logo, are simple designs that are immediately recognizable and have remained effective for decades. A simple logo is a powerful tool for any brand and can help to establish a strong visual identity that resonates with the audience.


There are amazing logos, and there are mediocre logos. What distinguishes the two? All successful logos adhere to the same fundamental principles of graphic design, but the best ones have that extra touch of uniqueness. A creative logo design can mean the difference between being remembered and being forgotten a few seconds after being viewed by the majority of people.

One of the best aspects of a logo is creativity; you have complete freedom to design a distinctive logo to represent your company.

You can add some flair to your logo to make it more original and engaging and utilize the negative space. Make it cleverer and more intriguing with wordplay and visuals.


A logo needs to be consistent across all placements and formats, you might need multiple sizes and variations to stay consistent with your branding. But, the logo needs to use consistent colors, shapes, and text across all formats.

Uniformity is crucial when it comes to maintaining brand consistency. Consumers develop a sense of trust in your brand as a result of consistency, and this trust results in more favorable perceptions of your brand. Consumers should be aware of what to anticipate and what will happen.


Memorability is a key element of a good logo. A memorable logo is one that is easy for the audience to recall and recognize and that stands out from the competition. A memorable logo can help to establish a strong brand identity and create a lasting impression in the minds of the audience. To create a memorable logo, designers should focus on simplicity and clarity.

A simple and clear logo is easier to remember than a complex and decorative one. The use of color, shape, and font can also help to make a logo more memorable, as these elements can help to create a visual association that the audience can easily recall. A memorable logo is an essential tool for any brand and can help to establish a strong and enduring presence in the market.


One of the biggest qualities great logos share is that they’re relevant to the markets their companies target. More importantly, they clearly communicate a brand’s personality and identity. A primary component is the use of colors in your logo, which can trigger different emotions and show your brand’s personality to consumers.

To create a logo that is relevant to your business, you should first identify the key elements of your brand. This includes your brand’s mission, values, target audience, and key messages. You should also consider the visual elements that are commonly associated with your industry, such as colors, shapes, and fonts. Once you have a clear understanding of your brand and its place in the market, you can begin to explore different design options that incorporate these elements


The term adaptability describes how well your logo design works across all platforms. In other words, does it look great no matter what device you use? This includes desktop computers, laptops, tablets, smartphones, TVs, wearables, etc.

Responsive logos vary in size, complexity, and color scheme to accommodate varying sizes and shapes. Good, responsive logos work equally well at small sizes like those used on mobile devices, large sizes like billboards, and everything in between.

A good logo design should be suited for both digital and physical media. If you want people to see your logo everywhere, it needs to hold up in all kinds of formats. For example, do you really want your logo to look pixelated on a smartphone screen?

How to Find the Right Logo for Your Brand

Choosing your logo is a critical decision that shouldn’t be left to chance, whether you’re starting a new company or rebranding an old one. One of the best ways to validate a design, decide between your options, and find the logo that you and your target audience loves is by running a logo test.

What is logo testing?

Logo testing is the process of presenting your target audience with a logo or multiple logo options and asking them for feedback on your design. It allows you to understand user preferences and opinions and gauge the effectiveness of your options to measure the appeal, uniqueness, or effectiveness of the designs. When you test company logos or test logo options, you will find what works, what doesn’t, and what needs adjustments in your designs.

When you test logos, it allows you to learn about your target users and what makes a good logo and validate decisions, empowering your business to pick one that will be successful.

How to Run a Logo Test

Now that you know what a logo test is and why it is important to evaluate your logo options before making a final decision, you’re ready to start testing them.

First, you should narrow your options down to what you think are the best logos you have. From there, you can launch one or multiple logo tests to find the ideal logo for your business. Here are the steps to follow when launching a logo test with Poll the People:

Choose a Platform

Poll the People is a fast self-service platform that lets any company deploy a logo test within minutes. The tests are designed as quick 1-question tests and completed in less than 60 minutes.

With a self-service system and a free signup, users can get feedback on their logo quickly and easily. There is no need to design your own survey. Just use the logo template, and your responses will be rolling in within minutes.

Design the Test

logo testing

The next step is to set up the logo test, the whole setup process is less than 5 minutes.

To design a test that is manageable for you and your respondents, it’s best to test in an A/B format or get feedback on a single design.

Once you identify the stimuli you want to test, create a test question that will answer any questions you have about the logo. Keep it simple: Like “Which logo do you prefer for an electronics store?” Or simply “Which logo do you prefer?”. You can test for things like appeal, believability, purchase intent, relevance, and more.

Your logo survey question will help you achieve the goal of your test. The logo question you ask will be reflected in the feedback, it is what the participants will respond to. Whatever you are testing for, make sure that the metric is communicated in your test question.

Choose your audience

Audience selection

The best way to determine real user preferences, appeal, or engagement with your logo designs is to have your target audience look at them. With Poll the People, you can identify the number of responses you need and add segmentation options to get feedback from the target user.

Set the number of panel respondents. For most logo tests, about 100 responses are enough for statistical significance. If you need more confidence and less margin of error, you can increase the number of responses. We have a user panel of over half a million users, choose the number of responses you need to feel confident in your logo.

This option is faster and more cost-effective than a focus group or moderated test, and you will still get insightful responses that help create a great logo.


Review your choices and checkout. That’s it. You are done with the entire setup process in less than 5 minutes.

Now sit back and watch the responses come rolling in within minutes. No more waiting for hours, days, or sometimes weeks for results.

Analyze Results

logo test results

After you’ve gathered all of your responses, you’re ready to analyze the feedback.

The first thing to look at is: Who won? And by what margin? The greater the margin, the greater your confidence in your choice. In your results dashboard, you will get quantitative and qualitative feedback that will not only tell you the winner but will also tell you what makes a logo good or bad.

Each respondent has to provide a clear explanation as to why they made their choice. Remember to review every response to your question and take a deep dive into the feedback.


In conclusion, a good logo is an essential component of any successful brand. It serves as a visual representation of a company’s values and mission and helps to create a sense of recognition and familiarity with the audience. A good logo is simple, memorable, and versatile and can effectively communicate a brand’s message without the use of words.

The use of color, shape, text, and font are all important elements of a good logo and should be carefully considered in the design process. A good logo is relevant to a company’s business and accurately reflects its brand, and can help to establish a strong and enduring visual identity.

Testing your logo’s effectiveness and influence by putting it in front of your target audience is the best way to create a logo that works. Poll the People allows you to customize your questions and design a test that gives you valuable feedback.

Now that you know what logo testing is, why it’s important, and how it’s done, sign up for Poll the People and start optimizing your logo today!

Owen Fay

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