How to evaluate a logo: 10 questions to see if it needs an upgrade
- Manelik Sfez
- Jan 15, 2023
- 5 min read
Updated: Aug 25
Your logo is crucial to your company’s branding and long-term strategic effort. It is essential to ensure that it is effective in its functions. When evaluating your logo, several key factors include its design, icon, typography, color, and overall impact.
Understanding what is a logo before doing an evaluation
My philosophy is that a logo only has two functions: to ensure the brand name is immediately legible and to ensure it's always written in the same way. The best logos are timeless and don't ride the trends or very little. Like your brand name, your logo identifies who you are, not what you do.
“A logo is a flag, a signature, an escutcheon, a street sign. A logo does not sell (directly); it identifies.” – Paul Rand
Two main elements: typography and a symbol or icon
The icon is a graphic representation of your company’s positioning, and not of its products or services. It could be an abstract shape, a letter, or a recognizable object or character. It should be simple, easily identifiable, and intended to create instant visual identification and help people remember the brand.
The typography refers to the text used in the logo, usually the company name. It’s usually designed to be simple and legible and should be consistent with the company’s branding and personality.
It’s also crucial for your fonts to be in harmony with the symbol or icon and be easily read in different sizes and contexts. In my opinion, understanding typography is the most important skill required for developing a solid, timeless logo.
There is no right or wrong, simply personality
Some logos may include additional elements, such as a tagline or a specific color scheme. In some cases, a logo can also be composed only by typography. In other cases, it could be just a symbol or icon, provided that you are 100% certain your target audience will identify your brand without needing to read its name.
There is no right or wrong here: it depends on your company’s branding and personality and how you want to be perceived. The design quality of your logo is crucial. It should be simple, memorable, and easily recognizable. A good logo should be versatile enough to be used in various sizes, contexts, and mediums, such as on a website, business card, or billboard. The design should also be appropriate for your business’s industry and target audience.
It is simply how the brand name must be written
When choosing an icon for your logo, it’s important to avoid overly complicated designs. Stick to simple, recognizable, and meaningful signs that can be easily associated with your company’s positioning.
And avoid using clip art or generic symbols, as your logo will look unprofessional. Also, avoid using icons too similar to others in the same industry, as it can cause confusion and legal issues. Lastly, ensure your icon is versatile and can be used in different contexts and mediums.
“A good logo is distinctive, appropriate, practical, graphic, simple in form and conveys an intended message.” – Nel Whatmore
It is not mandatory to have an icon in a logo. Some logos are purely typographic, consisting only of a company name in a specific font and style. These logos are effective in creating a solid brand identity through the use of typography alone.
Others include an icon in addition to the company name. Ultimately, deciding whether to include an icon in a logo depends on your brand’s personality and goals. But in doubt, it is always better to have no icon than a bad one.
Typography is what meaning looks like
Typography is another essential, if not the most important, aspect to consider when evaluating your logo. The font used should be legible and easy to read, and it should be consistent with your company’s branding and personality. The size and spacing of the letters should also be appropriate and carefully balanced.
When choosing a font for your logo, it’s important to avoid overly complicated or hard-to-read fonts. Stick to simple, clean, and legible fonts that can be easily read in different sizes and contexts.
Avoid using more than one font to keep it consistent and easy to recognize. Also, avoid trendy fonts that might look dated quickly. Lastly, ensure the font matches the tone and style of your company and, to a lesser extent, the aesthetics of your target audience.
“A logo is not just a tiny piece of art; it is your business’s public face for the entire world to see.” – Paula Scher
Color is a positioning statement
Color is also a crucial element of your logo. Your colors should be appropriate for your industry and target audience and support your positioning statement. You can determine which color suits your brand best based on the psychology of colors and other key strategic aspects. This article explains how to choose the right color for your brand.
Here are ten "Yes"/"No" questions you can ask yourself to know if your logo needs improvements ("Somewhat" doesn't cut it, though):
Does my logo accurately reflect my company’s positioning and personality?
Is my logo simple, memorable, and easily recognizable?
Is my logo appropriate for my industry and target audience?
Are my colors appropriate and consistent with my brand’s personality, and do they make the correct positioning statement?
Does my logo leave a positive impression, and is it easily associated with my company?
Is the font used in my logo legible and easy to read, consistent with the company’s branding and messaging?
Is the size and spacing of the letters appropriate and balanced?
Is the icon in my logo meaningful, recognizable, and versatile?
Does my logo look professional and original?
Is my logo consistent in different contexts and mediums?
Answering these questions will give you a clear picture of the current state of your logo and whether it needs an upgrade. Remember that it is integral to your company’s branding and long-term strategic effort. I hope this helped, and feel free to like, share or comment!
About the author
Manelik Sfez, founder of the Swiss brand consultancy Ultrabrand, brings 25 years of international business, marketing, and brand strategy experience to the table. He has worked with some of the world’s most iconic brands throughout his career. From luxury goods to global retail, financial services and technological and industry giants, he has guided companies through brand-led transformations that have enabled significant business growth.
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