Every client willing to pay good money for a logo deserves to receive amazing product in return. But sometimes the process of choosing the best logo can be hard (especially if one doesn’t know how to define its quality). Even if a logo looks good to you, this doesn’t mean that it’ll actually benefit your company or brand.   

That’s why it is so important to know how to distinguish good logos from bad: this way you’ll be sure that you aren’t wasting your money on a useless product. But how to find out whether a logo offered to you is good? Don’t worry, we will tell you how to do so!

Answering these questions will help you to understand whether the logo designed for you is good.

1. Is this logo appropriate?


No company will be taken seriously if its logo doesn’t represent its essence. Would you trust your money to a bank with a childish logo made in different bright colors? I doubt that. We all have some expectations to logos (even if they are unconscious): we want the logos made for kids stores to be fun and bright, the logos made for goods for women to be elegant and pretty, the logos made for serious companies to be… well, serious! So if you are looking at a logo made for your company or brand and don’t feel that it creates the right impression – don’t buy it (or, at least, request some changes before buying it).

2. Can this logo become timeless?


Of course, it’s very hard to predict. But at least you can tell that the logo that is designed in accordance with latest trends won’t last long. Things that were in trend a few years ago can look ridiculous to us now and so it’s very important to avoid buying trendy-looking logo if you don’t intend to change it in a few years.

3. Does this logo look original?


For example, you are an avia company and a designer offers you a beautiful, well-designed logo with a plane on it. Is this logo good? Yes, maybe. Is it original? Definitely not.

There are so many look-alike logos out there: designers create logos with trees for eco brands, logos with burgers for fast food companies, logos with paws for animal clinics, etc. Yes, it can be hard to develop truly original logo under these circumstances, and yes, a logo has to represent company’s product or service in some way, but this doesn’t have to be done so straightforwardly. A designer can present popular concept in an original way: for example, create a logo with origami bird instead of a real one, play with associations, combine a few concepts (a bird, a house, and a cage, for example) and make it look unique with the help of a certain style (a raw sketch instead of a refined look, etc.

4. Will this logo look good in any size and color?


Sometimes designers create concepts that are amazing and beautiful, but too complex. They look good on their own, but when you try to use them in real life (by putting these designs on the billboards, t-shirts or in newspapers), they fail. Pursuing the uniqueness, some designers forget: a logo will be used in many forms and with many colors. That’s why you have to avoid buying too complex and detailed logos (they’ll probably lose all their charm and clarity when they are resized) and always mind the color of a logo.

Of course, this doesn’t mean that you don’t have to trust designers. Experienced designers are able to offer you unexpected solutions that will benefit your brand, so it’s important for you to listen to their advices too.

I wish you skillful designers and good luck!