A logo should be the visual representation of your brand. It should capture the essence of what you want to communicate and should be instantly recognizable as relating to you. This is why your logo matters so much: It is visual shorthand for your business. Humans are visual creatures. They are much more likely to remember how something looks rather than what something says specifically.

What makes a good logo?

A good logo will need little to no explanation. They just make sense. Even abstract logos can achieve this, as long as it has been carefully designed with your business, brand, and audience in mind. Remember: the average consumer can tell the difference between something that has been slapped together and something that has been professionally designed.

Here are a few of the criteria of an effective logo design:

1. Memorable – This is just one of the many reasons why your logo matters: this is the image by which your brand will be remembered. Above all else, your logo should be easy to recognize and easy to remember, so that consumers can associate that symbol with your brand.
2. Inviting – Logos that resonate with their intended audience are those that have been designed with that audience in mind. This means creating a design and picking a color scheme that will appeal to them.
3. Unique – While your logo should represent your business, be wary of designs that are too archetypical for your industry. How many times have you seen, for example, a logo for a burger restaurant that consists of the name of the restaurant next to a stylized hamburger? A great logo both represents your business and sets you apart from your competitors.
   

   1980’s Nike Logo

Is “good enough” good enough?

One of the biggest reasons why your logo matters is that you are going to have to put it on everything: your website, your marketing materials, your product packaging, etc. You are going to have to see it all the time and if you’re on the fence about your design or aren’t sure it’s communicating what you want it to communicate, you are certainly not going to love it by the time it shows up in all of your branding. Never settle for a design that you believe is only “good enough.”

You don’t want to fumble your first impression with a consumer. Great logos help you build a following, create brand loyalty, and communicate the spirit of your brand, even before someone interacts with your product/service. A great one will make all the difference!