Logo design, as several experts have stated, is the most significant element that a brand could own. A great logo has the power to take a brand into the limelight whereas; a poor one can scrape away its audience in no more than seconds. Therefore; working on a brand’s logo is a task that a company, in collaboration with the designers, needs to do handle with precision and care.

Gone are the days when logos were mere copies of some of the famous icons that the world thought were popular. The trend of plagiarism and following the same trail, as that of others, has been extinct and now businesses are moving towards custom logos that are specific to a business or a brand. These logos are specifically created to highlight the aspects of a particular business and hence, prove to be helpful in its marketing and promotion. Therefore; with a great design, businesses decipher the route to success.

The importance of a logo design is obvious by now, however; how do we identify a great design from the rest. Here are a few hints that can help.

Slow Process

All the famous logo designers agree over the fact that a great logo can never induce the feeling of love at first sight. The logo that captures instant attention is likely to lose its charm over time while being a part of the cluster formed by the less-powerful logos.

A great logo, as a matter of fact, is the one that gains power and meaning over time. People may not get it at the first glance but are sure to love it once they understand what it stands for. Hence, a logo that captures your attention the very moment you have a look at it, is not the one you would want your brand to have.

Understand Your Customer’s Preference

It is, at times, that businesses forget taking into account the preferences of their customers. They keep interpreting things on their own while making changes to the design as per their liking and ignoring the fact that the new design, though better as per their understanding, may not resonate with the audience that the brand has targeted.

This is exactly what happened with GAP when their logo was renewed to the one which showed the GAP’s iconic letters in the lower case together with a small blue box at the top right corner, right behind the letter ‘p’. There was an outrage amongst the target audience, who went vocal about disliking the new GAP’s logo, as a result of which the company had to go back to its old design.

Simple and Memorable

A great logo has to be simple and memorable for the sake of retention and sustainability. A simple logo will not get the target audience confused and hence, could prove to be of good support to the business. Such a logo will highlight the brand’s purpose without causing the customers to divert or lose attention during the process of its analysis.

A memorable logo would also allow the customers to recognize the brand as soon as their eyes fall on the brand’s logo. Hence, simplicity and recognition are the two factors each designer should strive for.


Finally, the factor of functionality is what remains important for a designer designing for a brand. The designs that are produced should always have elements that represent the functions and operations of the brand.

For brands that do not have their functional aspect embedded in their designs, find it difficult to convince their customers to make a conversion. With this element being a part of the design, the customers know exactly what they will get as a result of using the brand.


Logo designs are of strategic importance to companies that wish to make their brands achieve success. The best logo design companies, though charge a high amount from their customers, are known for providing great results in terms of logo designing. However; if a company is low on its budget and cannot afford the best, they can always opt for a freelance designer that can provide them with the work.

Quality, as a matter of fact, doesn’t come from a designer being a part of an agency or a freelancer. It depends upon the designer’s expertise and knowledge of the concepts mentioned above that decides how the designs would come out to be.