What Makes a Great Logo (And What Doesn’t)

A logo isn’t a brand… but it is the first handshake.

A lot of people come into a project thinking a logo is the entire brand. Totally fair. It’s usually the first thing anyone sees, it’s what gets slapped on merch, websites, socials, business cards, you name it. But the truth is: a logo’s job is simple.

It needs to work everywhere, feel intentional, and help people recognize you quickly. Here's what I think makes a logo great:

1. It’s instantly recognizable

The best logos don’t need explanation. You see it once or twice and your brain remembers it.

A great logo doesn’t have to be “simple,” but it does have to be clear.

2. It works at every size

Your logo needs to look just as strong:

• as a tiny Instagram profile icon

• on a website header

• on a sign

• on a printed sticker

• on a PowerPoint slide

If your design falls apart when it shrinks down, it’s not ready yet.

3. It has purpose behind the visuals

Even the cleanest “minimal” mark should still be rooted in something.

It could be based on:

• the brand’s mission

• a subtle symbol

• typography that matches the personality

• a mood or vibe you want people to feel

A logo doesn’t need to be overly clever… it just needs to make sense.

4. It feels like the brand

This is the big one.

A luxury brand shouldn’t look playful.A kid-focused business shouldn’t look corporate.A wellness brand shouldn’t look harsh or aggressive.

Good design is alignment.

5. It’s part of a system

One of the biggest “hidden secrets” is that great logos usually come with:

• a main version

• a simplified icon version

• a horizontal/stacked layout

• black/white versions

• spacing rules

So it stays consistent no matter where it shows up.

So what makes a logo bad?

Here are the most common issues I see:

❌ Too detailed

Small details vanish in the real world.

❌ Too trendy

Trends are fun, but they age fast. Your logo should last longer than your favorite design trend on Instagram.

❌ Random symbolism

If the logo means nothing and feels disconnected, people can feel that.

❌ Not flexible

A logo shouldn’t require perfect conditions to look good.

Final thought

A great logo isn’t just “cool.”It’s strategic, usable, and built to last.

If you’re thinking about a rebrand (or you’ve been staring at your current logo a little too long), feel free to reach out. I love helping brands tighten things up and show up with confidence.

Want me to review your logo?

Shoot me a message or send it my way. I’ll tell you what’s working and what to improve.