What Makes a Good Logo Design? (Hint: It’s Not Just “Looking Cool”)

Nov 26

A good logo isn’t just something you like — it’s something your customers remember.
If you’re a business owner in Windsor, Toronto, Hamilton, or Detroit trying to stand out, your logo needs to work harder than just looking pretty on a business card.

Here’s what separates a “that’s cute” logo from a “that brand stuck with me” logo.

1. It’s Simple Enough to Be Recognized at a Glance

You have about 0.1 seconds to make a visual impression. That’s why the best logos are clean, legible, and scalable.
If your logo has 12 colors, thin lines, or fancy gradients that only work in full screen — it’s not doing you any favors on social media, print, or favicons.

Good logos:

Work in black and white
Are still recognizable at 20px
Don’t rely on color to be understood

2. It Feels Aligned with the Brand’s Personality

There’s a reason law firm logos feel different from wellness brands — they’re using color, shape, and type to trigger specific emotional responses.

If you’re a bold disruptor, your logo shouldn’t feel soft or corporate.
If you’re a luxury service, Comic Sans isn’t it.

Your logo should reflect:

Brand tone (playful, serious, sophisticated, etc.)
Target audience values
Industry positioning (disruptive vs. traditional)

3. It’s Timeless (Not Trendy)

Trendy logos are tempting — especially with current aesthetics all over TikTok and Pinterest. But if you have to redesign your logo every 2 years to “keep up,” your brand identity will feel unstable and inconsistent.

Good logos age well because they’re built on principles, not trends.
(We’re looking at you, swoopy brush fonts from 2017.)

4. It Has Versatility Built-In

A good logo can be used:

Horizontally and stacked
On light and dark backgrounds
Online and offline
On merch, stickers, signage, and more

You’ll also want versions for profile pictures, reels covers, print materials, etc.
When clients work with us, we deliver multiple logo variations so you’re not trying to crop your wordmark into a square on Instagram.

5. It’s Memorable and Ownable

It doesn’t have to be fancy. But it should be recognizable. Think about Nike, Glossier, or even your favourite local brand — you could probably pick their logo out of a lineup.

Memorability comes from:

Strategic use of shape or whitespace
Bold but intentional simplicity
Consistent visual use across your content

TL;DR:

A good logo is simple, versatile, memorable, and true to your brand identity.
If it just looks cool, but doesn’t scale or align with your brand tone, it’s not going to hold up.

Need a logo that actually works across your content, site, and print?

We build strategic brand identities — not just “cute” logos.