A logo is the first "face" of a company we see. But a good logo isn't just an image that looks nice on screen — it has to work equally well on a business card, a shop sign, in the corner of a phone screen, on a stamp and in black-and-white print. When you order a logo or assess an existing one, check these six signs.
1. It's simple
Many of the best-known logos are made of one or two shapes. A simple logo is quickly remembered and stays legible at small sizes. Lots of detail, shadows and gradients weaken a logo in most cases.
2. It's recognisable even when small
As a browser tab icon (favicon), the logo will be just 16–32 pixels, and on social media it has to fit a round profile picture. Test it: shrink the logo to 2 centimetres — is it still recognisable? Can you read the text?
3. It works in one colour
The logo should be recognisable in black-and-white print, on a stamp, engraved on metal or in white on a dark background. Colour is only an extra — the shape itself has to be recognisable.
4. It's unique
A logo taken from a ready-made template or a free icon library may be used by dozens of other companies too. That weakens recognition and can also cause legal trouble. Make sure the logo was made for you from scratch and that the rights have been handed to you.
5. It fits your field
Playful colours and soft shapes are natural for a kindergarten; a calm, serious style for a law firm. At first glance, a logo should tell customers "who we are and who we're for". But avoid industry clichés: if every dental clinic's logo has a tooth in it, that doesn't set them apart.
6. It comes in several versions
- The main version — the symbol and the wordmark together;
- Horizontal and vertical — for the site header and square spaces;
- Symbol only — for icons, profile pictures and the favicon;
- Colour variants for light and dark backgrounds.
Which files should you get?
A designer shouldn't hand over the logo only as a PNG image. Always ask for a vector format (SVG, PDF, AI or EPS) — a vector logo can be scaled up to billboard size without losing quality. You'll also need PNG and transparent-background versions for the website and social media, plus the exact colour codes (HEX, RGB, and CMYK for print).
When you order a logo
- Prepare a short brief about your company, your customers and your competitors;
- Show 3–5 examples of logos you like and dislike;
- List where the logo will be used (sign, vehicle, packaging, website);
- Ask to see the options at a small size and in black and white too.
If you'd like us to design your logo and corporate identity, see our branding services.
