What makes an effective logo?

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Brand Strategist & Founder

I’m Kim a passionate marketer | Sharing growth insights for success | Proud founder of Squibble, empowering Midlands marketers to thrive by turning clunky websites into marketing joy | Let’s fuel your journey!


It is said that a logo is worth their weight in gold, due to how they are revealing a company’s brand and values instantly. There are so many good logos out there, but likewise there are so many bad ones. How to make sure your logo is in the good category, there are a few boxes that needs to be ticked:


Uniqueness is yet so easy to understand, but still so difficult to create. In small terms, what makes a logo unique is the development of features that is not seen before, and not copied from others. A logo that look like another logo or borrowed creatively from established work tend to have a bad effect. In essence, what we all try to do is to create a logo that convey your brand and your brand only, it needs to be completely unique in a way that does not remind consumers of other companies.

It is perfectly fine to take inspiration from well-known logos, and other visual elements, but it is the development of these inspirations that either places your brand in the good or band category of logos.

Ease of Scaling

You design your logo with an intention in mind, maybe to have on your website, front of your building and business card. Therefore your logo needs to be viewable and recognisable at all sizes and be striking in both black and white and colour. This exact point demonstrates the complexity of logo design: even the most beautiful logo is not good if it cannot be used in a variety of commercial ways.


Key with a logo is that it needs to be easy to understand. Some businesses tend to spend a lot of time on small details and develop complex logos. Consumers will only give your logo a brief glance at first, and in those few seconds your aim is to convey your brand messages. If you have lots of hidden messages in the logo accompanied with a complex design, it will only create confusion rather than engaging people. Therefore keep it simple, and you are more likely to engage people with your logo.


In all honesty, the reason why you develop your logo is to make people remember it and your company. You want people to associate your logo with a particular product or service and most importantly think of you when they are in a certain situation. Just as we mentioned with being unique, creating a memorable logo is incredible difficult. When you got it right, memorable logos are fantastic because they don’t need updating. Think of Coca-Cola, they have had the same logo in over 50 years!

Aesthetic Appeal

As well as being unique, a logo should make people want to look at them, additionally they should be unique, attractive and easy on the eye. This serves a very important purpose: appreciation of the logo can often result to close appreciation of the brand.

Industry Relevance

If your want, your logo can refer to the industry you are operating in and this is particularly important if your name does not instantly convey your industry. It is important to not be too excited and create very obvious industry associations to one service you are offering, because you may grow and therefore your services will diversity, and your logo will be less relevant.

We love designing logos, have a look at our logo portfolio to see our previous work. If you need a logo developed, or if your logo is a bit out-dated, and in need for a bit of retouching call us on 0121 448 4776 and we can help


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