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What Makes a Good Logo?

What Makes a Good Logo?
Published March 5, 2024 by the Behance Team

A logo serves as the visual embodiment of a brand. A memorable logo helps brands stand out, making them instantly recognizable, building trust, and fostering customer loyalty. In today's visual and competitive landscape, having a distinct brand identity is essential. 

We reached out to top logo designers on Behance to discover their insights on effective logo design principles and their approaches to creating logos with a lasting impact.

1. A Good Logo is Simple

A good logo embraces the power of simplicity. A clutter-free, minimalist composition communicates the brand's message with clarity and immediacy, and makes it easily recognizable by customers. 

“Simplicity is key. A good logo should be simple yet memorable, resonating with the brand's essence. On the flip side, a bad logo is cluttered, overly complex, and fails to communicate the brand's identity effectively,” says Lee Cee, an industry veteran with over 15 years of experience spanning across fashion photography, motion design, 3D art and CGI. 

Logo Work


2. A Good Logo is Memorable

A good logo leaves a lasting impression on the viewer's mind. Incorporating unique design elements such as distinctive shapes, contrasting colors, or bold typography can help a logo stand out among the competition. 

Mohammed Badaam, a branding designer who has completed over 17 client projects on Behance, focuses on bringing the story and the meaning of the brand to the forefront. “I try to keep the logos simple and timeless. My logos are mainly based on typography, which I believe is one of my strengths as a designer.”

Mohammed Badaam

Calm by Mohammed Badaam

3. A Good Logo is Relevant to the Brand 

A good logo encapsulates the brand's values, mission, and personality in a visually compelling way. Whether it's the style, typography, or color palette, every element of the logo should align harmoniously with the brand's identity and resonate with the brand’s target audience. 

“A logo cannot exist in isolation; it's a pivotal element within a comprehensive brand strategy,”  shares brand designer Cansu Dagbagli Ferreira. Cansu’s approach to logo design revolves around the broader context of brand identity. “My process begins with understanding or crafting the brand's core values, target audience, and competitive landscape. I delve deep into the brand's story to come up with the strategy, then a visual identity that not only reflects its personality but also resonates with its audience.”


Zona - Hard Seltzer Branding & Packaging by Cansu Dagbagli Ferreira 

4. A Good Logo is Versatile 

A good logo is easily adaptable. “Beyond the fundamental principles of graphic design such as relevance, readability and balance, a good logo adapts effortlessly across various mediums and sizes while retaining its integrity,” adds Cansu. 

The logo should not lose its clarity or impact regardless of size, whether it’s on a business card or on a billboard. Cansu priorities creating a flexible logo system with various versions to  ensure consistency and adaptability across different mediums and applications.


Szent by Jose Manuel Vega

5. A Good Logo is Timeless 

While design trends may come and go, a truly exceptional logo design stands the test of time. Aim for a design that transcends fleeting fads and remains relevant for years to come. A timeless logo retains its relevance and appeal, serving as a steadfast symbol of the brand's enduring legacy.


Noir & Fungus: Branding the Immortal Mushroom by Shiraz & Daryan

Hire a Logo Designer on Behance

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