What Makes a Good Logo?
In branding, a logo is often described as the face of the brand. For the audience, it is also a promise of satisfaction. A logo tells a story, has a visual context, and creates an emotional connection with the viewer.
Good logo design is characterized primarily by appropriateness, as Wally Olins famously said: “branding follows strategy.” Branding should also be grounded in truth and authenticity. Beyond unique design, functionality, aesthetics, and distinctiveness, what else makes a good logo? Which design approaches succeed?
Simplicity in Logos
The basic principles introduced by Bauhaus, an art and design school founded in Weimar in the early 20th century, have endured not only in architecture but also in logo design.
Rebrandings of Żabka and Onet are perfect illustrations of the “less is more” principle. Simplifying these logos – removing colorful elements like the frog in Żabka’s logo, or shifting the yellow dot in Onet’s logo (formerly a relic of the domain .pl, now symbolizing the sun) – resulted in strong, lasting marks that are easy to recognize and interpret. The Onet logo is now as clear as the sun, thanks to a single geometric shape.
A good example is also the new Opel logo, which shows that timeless marks, despite the passage of time, often only need a small update or modernization to remain relevant. The circle and lightning bolt, used since 1987, were simplified in 2017 by removing gradients, leaving two essential, simple shapes.
The 2017 Tchibo rebrand is another example: the logo was simplified by removing gold gradients and moving to a single color, shifting the focus from prestige to being closer to the consumer.
Simplicity is both a core principle of logo design and a growing trend. Simple shapes, lines, fonts, and forms – whether standalone or combined – build strong and lasting logos. The simpler the solution, the better.
Geometric Elements in Logos
In pre-digital times, final logo forms were drafted on graph paper with technical tools. Today, geometry remains key, offering universal shapes and forms to create simple yet multidimensional logos.
UPC exemplifies logo evolution: its 2017 version was simplified into a single-color circle background, demonstrating the power of geometric forms. Mozilla, after its rebrand, used a rectangular frame (moz://a) as its base. Another example of the “golden ratio” principle is PB Nails, a Polish health & beauty brand.
Monoline Logos – One Line
A monoline logo focuses on a single line of consistent thickness, forming the graphic element or icon. At first glance, it may appear drawn in one stroke, either simple or complex. Notable examples include the Airbnb and Instagram (2017)logos. This approach emphasizes simplicity, clarity, and purity of form.
Logos with Handwritten Typography
Handwritten-style typography, known as “script” or “hand-drawn,” highlights authenticity and human character. Examples include Nest Bank (2017) and Capgemini.
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Nest Bank used a script font to convey trust and promise, entering the Polish market with a humanized identity.
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Capgemini incorporated the founder’s handwriting style, emphasizing a personal connection with clients.
Handwritten or hand-inspired elements, even in traditionally “stiff” industries, foster emotional closeness and a sense of humanity, friendship, and authenticity – principles historically used in natural FMCG brands, but increasingly applied in corporate branding with great success.
Logos Constructed from a Symbol and Wordmark
The logo updates of Skype and YouTube are great examples of marks constructed from a wordmark and a symbol (the graphic element usually placed to the left of the text).
Previously, the logos of both these giants were primarily logotypes, relying mostly on typography. The graphic elements used (the red “play” rectangle in “Tube” and the cloud outline around “Skype”) served as backgrounds for the lettering.
Now, YouTube, which for the past four years used the play icon in a red rectangle as its mobile app icon, has incorporated this element into its logo as a full-fledged symbol. Skype is another example of a logo split into a symbol and wordmark.
This evolutionary change mainly stems from the need to visually unify the brand with other services and products of its owner, Microsoft. Logos with a separable graphic element are highly convenient for marketers. A well-designed symbol can be scaled down to smaller sizes than the full logo while maintaining readability.
Sometimes, as seen with Apple or Nike, symbols become brand icons. Iconic logos are distinguished by a single characteristic element, not two, three, or four.
A Logo as a White Shirt
Logos are a bit like our wardrobe. Within it, there are timeless pieces – a white shirt, black elegant trousers, a little black dress, or a cashmere sweater. These items are classic, always in style, and suitable for various situations.
Trends come and go – the so-called “seasonal must-haves” – which may make that classic white shirt appear more extravagant or premium. A logo should be like that white shirt: even if its typeface changes, it remains a fashionable classic.
Sociologists see societal and cultural changes reflected in emerging trends. When we personify brands around us, the question arises: what kind of people would they be? They would be authentic, genuine individuals who evoke positive, warm emotions – people with whom we’d willingly form a closer relationship, and stay engaged with over time.
For consumers, designers, marketers, and brand owners, this is reassuring and valuable insight.
