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What Makes a Good Logo?

Are you thinking about rebranding, starting a brand, or hiring a logo designer?

We have a criteria that will help you, as an entrepreneur, know what to look for in a logo.

Each of these logos follow the qualities on our list as well as many other famous marks.

1 - Appropriate in Style and Feel

The logo must match the business it belongs to. If you have a sports training brand the logo shouldn't be light and dainty. Most likely it should be strong and bold to match the feel of the brand. If the business is a jewelry shop, it is quite the opposite. It shouldn't be strong, bold and masculine. It should probably be more high end, luxurious, dainty and classic.

Even though the logo is not the entire brand, it is important that it is going in the right direction. Understanding this criteria can help you connect more naturally with your audience.

2 - Distinctive and Memorable

One part of logo design that is often overlooked is that it is unique enough to be owned. For example, you can't really own an image of a tree if you are a lawn service. Even if you can, it might be better to go another direction because the odds of the tree created being distinctive and memorable enough that it stands out from the competition is very small.

Thinking outside of the box is usually really helpful to achieve this step. It might not be a groundbreaking idea. It just must be different so that it can gain recognition.

3 - Simple

Simplicity is key for every logo design. Now that logos are seen in so many formats, it is crucial that they can be read well in each one. If your logo is an eighth of an inch wide on a cell phone, does it loose detail or is it even legible? If it is blown up to the size of a billboard, is it legible? If the logo needs to be one color for a sponsorship, will it work?

Generally a logo should be created in black and white to make sure it can stand like that on its own. You never want to rely on shading, color, or gradients for the success of the design. These things are all trendy and can take away from the usability of the logo. It's important to have a strong design that stands on its own without color, styling, or extra imagery. The trends such as gradients can be added to that logo then.

Simplicity is often seen by people as a little elementary, but it will last the test of time. This is the ultimate goal for the longevity of a business and their logo.

Call Us Today For Brand or Logo Design!
We would love to help!

For more useful information, check out our blog Logos that Don't Say ANYTHING.

You can also go to The Breakdown of a Logo Design at Norris Design if you wish to learn more about our services.


Kimberly Norris | |


Marketing Blog, Graphic Design, Branding, Advertising Rogers, AR, Marketing Rogers, AR, Branding Rogers, AR, Brand Strategy, Brand Consulting

A Note From the Author

As a business owner, brand strategist, and graphic designer I run in to questions and ideas every day.

As the owner of Norris Design, I started out wanting to solely be a designer, but education changed the way I thought, the way I viewed business and the way I viewed my role in helping other's businesses.  

Graphic design will always be my original love, but as I grew in knowledge, I realized the small view of design for the sake of something beautiful was such a disservice to businesses.

Businesses needed much more than just graphic design.  They needed to see the bigger picture of their businesses from the perspective of a designer.  Once I realized that branding had a huge role in large businesses that see amazing success but very few small businesses even think about branding or brand strategy, I realized that if I could offer a brand strategy view as a consultant rather than just an order taker graphic designer, I could actually move the needle in their businesses.

This is the beginning of where I started to fall in love with business, marketing, branding, brand strategy, consulting and brand building. 

It all started with education after college.

I obsessively read articles, listened to podcasts, watched videos, read books, and took classes.  This was to fulfill this desire to be more involved in the businesses side of design rather than just design alone.

So, this is why I wright. I appreciate other people's perspective and I hope that one day, mine can help someone else.

Kimberly Norris

Brand Strategy

We create a results-based brand strategy for all aspects of your company to foster customer trust and build brand acknowledgment over time.

Logo/Brand Design

Creating brand identities is our passion. We believe it takes insight into your business, your customers, and your hopes for your business to build the best logo possible. And we’re willing to take the time to do this.

Brand Consultation

We’re happy to meet with you on a consulting basis about your brand strategy. As your Brand Consultant, I’ll periodically check-in after the initial strategy session, on a continual basis, to make any adjustments or revisions to keep your brand and messaging on track. 

Print Marketing

Think of us as your one-stop-shop for printed marketing materials. We create thoughtful designs and take care of the printing for you. This can save you time and money. Our printing services include business cards, brochures, flyers, and more.

Website Design

Your website is crucial to your business, We design custom websites that are responsive to all platforms, are easy to navigate, and present your company professionally and clearly.

Search Engine Optimization

We offer affordable SEO that actually gets results.  This service includes on-page and off page SEO.  We offer local, regional, and national SEO Services with not long-term contracts.

Our Services

Let's talk!

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