Six Fundamentals of Creating a Great Logo

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From Apple’s apple to the Target’s iconic well…target, successfully rendered logos can make all the difference for brand building and recognition. If you are a new business or rebranding an existing one, creating a logo is one of the most exciting and vital steps in building your brand image. A brand logo is the first thing customers see when they come across your company. Creating a timeless logo is not as easy as you may think and getting it wrong can be quite pricey in both time and money. It’s not always “love at first sight,” but somewhat soon, a deep love can build for a logo that really represents the brand.

If you want to create a logo with the power of Nike’s “Swoosh” or McDonald’s golden arches, you need to review why certain logos pop while others aren’t quite so memorable. All great logos have certain aspects in common. Here are six fundamentals for creating a logo that gets noticed for all the right reasons:

1. Originality

While imitation is the sincerest form of flattery in most cases, it isn’t in logo design. A quality logo creates a visual identity for the brand, and you want to stand out, not blend in. While you can be inspired by other brands, be sure to create an authentic, singular logo that epitomizes your brand alone.

2. Simplicity

There’s a reason why the most memorable logos aren’t the busiest. Simple logos are more recognizable. Think of Google’s primary color-inspired font. It’s very simple. Complicated and involved logos can distract customers instead of attracting them. Simple logos are easier to remember and give us a straightforward symbol of the brand. Sadly, it’s not as easy as you may think to create a simple logo. BoldThink may explore hundreds of logo options that our clients never see in search of a simple logo that exemplifies their business, but the end result is always worth it.

3. Relevancy

It wouldn’t make much sense to use a logo of a say, PB&J sandwich, for a trucking company (unless you are Peter, Brandy, & Julian). That’s why relevance is so crucial for a business. Apple has an apple for a reason! The images, ideas, colors, fonts, and expression of the logo create potent associations for consumers.

4. It’s Memorable

All great logos, regardless of the companies those images represent, are instantly identifiable and memorable. If I said Target, Amazon, or BMW right now, the logos would pop into your head immediately. It’s automatic because the association is so hard-wired through the repeating of that image over-and-over and it’s an image and color scheme that sticks in our brains—they’re iconic whether you are a customer or not. Now those are powerful logos!


5. Scalability

Sure, it’s a “less sexy” fundamental, but it’s incredibly important. Whether it is scaled small or large, or in color or black-and-white, your logo must be scalable. No matter what screen customers are looking on—and there are so many they look on—your logo needs to look amazing and crisp.


6. Timeless

There’s a big difference between cutting-edge and trendy, and trust us, you want to be on the cutting-edge side. When you design your logo, aim for longevity. While it’s perfectly acceptable (and smart) to do a brand refresh from time to time, think about your logo in terms of decades—will it hold up? Ask yourself: Is your brand for this month or this millennium?


Creating a compelling logo can take time and financial investment. Enjoy the discovery and give the process the time, attention, and energy it deserves. We are ready to help you discover your logo. And if you want to learn more about the benefits of brand consistency, check out this post here.


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