5 Principles of an Effective Logo

There are five necessary principles that every logo should follow…

An effective logo is:

  1. Appropriate
  2. Memorable
  3. Uncomplicated
  4. Timeless
  5. Functional



How the logo is created should be appropriate for its intended audience. For example, if you are designing a logo for children’s clothing retailer, it would be appropriate to use a whimsical font & color pallet. This would not be so appropriate for a Doctors Office.

It is also necessary to point out that a logo does not need to identify visually what a business sells or offers as a service. For example a computer  logos don’t need to show computers. A logo should be used for identification.


A clean simple logo design encourages easy recognition, making the logo more memorable & versatile. Good logos feature unique elements without being over-designed.


An effective logo design should be memorable and this is achieved by having an appropriate, yet, uncomplicated logo.


An effective logo is one that it will endure through the ages. Will your logo still be effective in 15 years?


An effective logo works with a variety of mediums and applications. Having your logo designed in vector format, will ensure that it can be scaled to any size. The logo should be able to work both in horizontal and vertical formats.

Ask yourself; is my logo still effective if…

  • it is printed in one color?
  • it is printed on the something the size of a postage stamp?
  • it is printed on something as large as a billboard?
  • it is printed in reverse (ie. light logo on dark background)