Having a good logo is imperative to effectively communicate your company’s brand, mission, and vision. It goes beyond serving an aesthetic function to represent your company and the essence of what it does. The logo is typically the first thing that a customer will see, so the ultimate challenge for you is to make sure that it is remembered and becomes associated with your brand. Thus, having an effective logo will help you build customer and brand loyalty.

Taking the time to design your logo is so important to establish your brand and communicate it to customers. Once they are able to recognize your business through your logo, you will gain a competitive advantage since your company’s identity is distinct. Though a “well-designed” logo may seem objective on a visual standpoint, there are characteristics that you can take note of to come up with more measurable criteria. 


Your logo should be aligned with the market you are trying to target, as well as the nature of your business. Using the right colors, fonts, and visual elements like icons or graphics will be essential to crafting your message. For example, cursive fonts give off a sense of elegance and can be suitable for jewelry companies, whereas round and cartoon-like fonts give off a sense of playfulness that may suit children’s toy companies. 

Similarly, colors can trigger specific emotions with customers and can be used to express your company identity. Red, for instance, is often used in restaurants since it is known to encourage appetite and hunger. Finally, the symbols you use are essential in expressing our values and ideas. You do not necessarily have to use an icon of what you sell or offer, but can opt for something more implicit like a symbol that represents something related to your business.


Customers should be able to recall your logo for you to establish a brand identity. Again, your goal is to create a connection so that customers can easily associate your logo with your company. To make your logo memorable, you need to combine the right visuals and text to achieve balance. Overall, it should not be too cluttered as this can appear confusing, but should contain all the pertinent elements. Additionally, your logo should be unique for it to stand out from all the others.


A good logo must be able to stand the test of time and continue to have the same impact even after many years. Your logo will serve as one of the most critical aspects of your brand, so changing it may confuse consumers and prevent them from making a connection with your company. Focus on quality–do your market research and understand your target market to see what will strike their interest. At the same time, avoid following trends that may be hyped at the moment since these can fade quicker than you know.


Your logo should be usable in many instances to maximize your exposure to potential customers. Whether you are using it for your social media account, packaging, or large banners, the logo should still be easy to distinguish and not distorted. If your logo has all the characteristics mentioned above but is limited to one size and shape, then you are severely limiting your options to communicate your brand.

If you’re looking for more information on building high quality, successful marketing plans, or looking to rebrand – Waves Digital is right for you! 

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