Category Archives: Brand Design

Logos. Love ’em or hate ’em. I don’t care!

What Makes a Great Logo?

There have been a few times over the years where I’ve presented logo designs to clients, seen them hesitate with growing looks of concern, and then heard them say “You know what, Jon? I just don’t like it.” And, knowing their comment is derived from a personal feeling about the way the logo looks, I quickly reply, “You know what? I don’t care”. They’re usually a little shocked by my abrupt, seemingly discourteous response, but at least I get their attention.

The truth is, it matters very little how you ‘feel’ about a logo. Whether you love it or hate it is largely irrelevant. Because, design isn’t about what looks good, it’s about what works. And when it comes to logo design, ’emotional response’ has little to do with a highly successful logo.

Let’s analyse this further with a couple of considerations. Firstly, this article relates to company logos or designs that represent a long-standing entity. In other words, an image that must stand the test of time. Secondly, there are exceptions, but it’s always best to know the rules like a master before you break them like an artist.

So, let’s dive in. What really makes a successful logo? Continue reading

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