Logo design: What designers know about it

Logos are an integral part of our business world. Logos have an effect on people and immediately evoke memories of a brand or product. The advantages of a logo should be used by freelancers as well as brands and corporations. A good logo helps a lot in communication. So when it comes to logo design, this process should be taken particularly seriously. But when is a logo really good?

A logo must be thought through on several levels. Besides the design, communication aspects are also very important. The logo must fit you and your activity. You must be able to identify yourself with the logo. Before you start with the logo design, you should answer the following questions:

  • What’s the mission of your activity?
  • Do you have a special unique selling proposition that makes you instantly recognizable?
  • What products or services do you offer?
  • What do customers expect from you when they commission your services
  • What approach do your customers expect (serious, creative, professional, eye-catching etc.)

You should give the answers to the questions to the designer you have commissioned the logo from. He can incorporate your thoughts graphically into the logo or search for symbols.

Logo design tips

Let us now turn to the design aspects. Besides communication, your logo should be aesthetic and versatile.

Is the shape of the logo simple and memorable?

Can you describe the shape of your logo in a few words? Good logos have a simple yet unique silhouette. Good examples are the logos of Apple, Puma or Mercedes-Benz.

Can you use the logo in all media without problems?

You should make sure that your logo works well on business cards, letterheads, websites, signs and even on the old fax machine. The fax machine is the ultimate “logo test”. It usually has a poor resolution and can only display images in black and white or greyscale. If your logo is still recognizable, you can use it almost everywhere.

Is your logo design timeless?

Trends are usually very fast moving. Apple, for example, as a design trendsetter, has fundamentally changed the design of its iOS software from version 6 to 7. Within a short time, reflections, glossy effects and drop shadows were out. The redesign of the Instagram logo is a good example of this. Some company logos have also taken up this trend and now look outdated again. Therefore, good logos rarely pick up on short-lived design trends.


Good logos combine a well-thought communication concept with a simple and aesthetic design. From a technical point of view, it should also be mentioned that logos should always be available as vector graphics. This enables lossless scaling to all sizes. Even on huge banners, the logo will still look razor sharp and not pixelated. Adobe Photoshop is not suitable for logo design. Adobe Illustrator or the free Inkscape should be used for logo design.

Which aspects do you find particularly important in logo design?

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