What Good Logos Have in Common

Choosing a logo, a symbol, or a type face that represents you – and captures all that you do – is a fun, creative, and exciting process that is worth investing your time. You should love your logo. After all, it’s one of the most important elements to branding your business. When coming up with a creative brief to hand over to your graphic designer or freelancer, keep in mind these characteristics of a solid logo (they’re almost always mandatory)!

A good logo is…

Versatile. You want a logo that will evoke the same meaning, and will be just as recognizable on a business card as it is on a billboard, a baseball cap, the side of a pen, and your social media avatar… you get the idea?

Distinctive. It sets you apart from other companies, most importantly your competitors. Your logo should leave a mental mark that is undoubtedly yours.

Appropriate. Your logo should reflect your company culture and values, and should also show an understanding for your target audience. Some occupations will need a more professional-looking logo, while others can benefit from being more fun.

Simple. Your logo should include no more than two fonts, and very few colours (in fact, we usually recommend one colour coupled with a neutral such as charcoal grey or black). A simple graphic logo should be able to convey just as much about who you are as an intricate drawing.

Memorable. Make your mark! Ideally, when a customer is looking for the product or service you sell, they will recognize your logo and associate it with all the good you do – your company values, your quality + care, and past experiences they’ve had with your product or service.

Timeless. Choose a logo that will still be meaningful in 10, 20, or 50 years. You may choose to make minor tweaks over the years, while staying true to who you are now and have always been — without a massive brand overhaul.

Original. Your logo does not need to be revolutionary, but it should be yours, not copied or “heavily-borrowed” off of someone else. Trust us, you might like what others have created, but you will always be most proud of something that is uniquely you.

Once you have an idea of what you are looking for, tender out the project or find a freelancer who can bring your idea to life (we like Upwork for hiring designers). You should be able to properly communicate your ideas and your budget – and be open to suggestions too!

Love your logo, you deserve to for a long time.


This post is a resource from The Borden Workbook, our comprehensive guide to help entrepreneurs organize and grow their small businesses. The Borden Workbook is used in conjunction with consultation with Borden Communications, or as an organized guide you can used on your own to launch, develop, and nurture your small business (starting now!). We take pride in creating a clear and humble approach to good business tactics that everyone can understand and execute.