A good logo isn't the one you «like» — it's the one that works: easy to recognize, readable everywhere and memorable. Here are five signs that tell a strong mark from just a nice picture.
1. Simplicity
The world's most recognizable logos are simple to the point of impossibility. A simple mark is easier to remember, faster to recognize and simpler to adapt. If a logo can't be described in words in a couple of seconds — it's probably overloaded.
2. Scalability
A strong logo looks equally good on a billboard and as a 32×32 pixel app icon. The test is simple: shrink the mark to the size of a fingernail. If the details have melted into mush — it doesn't scale.
A logo has to work where it's least visible. If it survives in an icon — it survives everywhere.
3. Uniqueness
The mark should set you apart, not remind of a competitor. That's why a good designer studies the market: so the logo doesn't end up «like everyone else's» and doesn't trigger accidental associations. Uniqueness is also protection: a mark similar to someone else's is harder to register.
4. Relevance
A logo should match the character of the business. A kids' store and a law firm call for different tones. «Beautiful in general» doesn't exist — there's «relevant for this audience». A strong mark speaks the language of its clients.
5. Memorability
The final test: look at the logo for a couple of seconds, look away and try to draw it from memory. A strong mark is easy to recall — thanks to a simple form and a clear idea. If there's nothing to recall, the mark isn't doing its main job.
Bonus: the black-and-white test
A good logo works even without color. First the idea and form, then color. If a mark only «holds together» thanks to a bright fill or gradient — the foundation is weak.
Want a logo that passes all five tests?
Order a logo →Remember these five signs and you'll be able to judge any logo yourself: your own, a competitor's or one a designer proposes. Beauty is subjective, but recognizability and readability are measurable.