Your logo is your visual identity. Its importance in the creation of your brand and the success of your business or organization is inexplicable. The creative process for developing logos can take days and is not something to take lightly. At TDG Marketing, our Client Services and Design Team collaborate to strategize and brainstorm everything from colour, typography and tone, to ensure our clients have strong logos that stand out and speak to their target demographic.

While there are several elements to think about during the conceptualization of each unique logo, there are a few key considerations that every designer must prioritize. Here is an overview of what makes a good logo:


Message & Tone

Every aspect of your logo speaks to who you are, what you do, and how you are perceived. This is why it’s critical to make the right choices when it comes to colours, shapes, fonts and style. Each of these elements evokes an emotion and communicates with your audience. For example, the colour blue is usually considered strong, trustworthy and loyal. Having a blue logo can communicate those feelings to the viewer.


Simple… But Clever

It’s easy for a logo design to get too literal or complicated when you’re trying to visually convey so much about your role and identity into an icon. Keeping it simple is always best. Your logo should be easy to read and understand instantly. It needs to be legible and effective at all sizes. The challenge then lies in creating something that’s simple, but clever. One way this can be done is by incorporating the imagery and typography, rather than it being two separate elements. A great example is the logo for Amazon. Making a logo with such simplicity and complexity can take several stages of brainstorming, sketching and creating different versions, but the result is striking and memorable.



A designer is always thinking ahead, during the design process, to how the logo will be executed. Will it be used on t-shirts, websites, huge billboards, or small stickers? A great logo is effective in all applications and reads the same when it’s the size of a stamp or the size of a building. Versatility must also be considered in regard to colour—Will the logo still work if it’s being printed in one colour? To ensure maximum logo effectiveness and versatility, many designers will begin the creative process by designing only in black and white. If it works in black and white, it will likely work in colour.


Recognizable & Memorable

After hours of strategizing and conceptualization, the true test of what makes a good logo is how recognizable and memorable it is. At the end of the day, does the target audience understand, remember and recognize your brand by your logo, or does it get lost in the shuffle? This is why the creative process in logo design is so valuable—to ensure you show that you are unique and professional. When you take the care to create a strong brand presence, your customers will feel and remember it. 

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