How important is your logo? Well, let’s just say Nike isn’t putting their mission statement on their shoes.


Your logo should be intentional, purposeful, and serve as a visual indicator for your brand. And while it’s impossible for a logo to encompass everything about who you are, there are some elements that we think are crucial when considering a new one. Let’s jump in.


6 key questions to ask yourself when considering a new logo:


1. Is your logo eye-catching, yet simple (emphasis on simple)?


Often, organizations are deterred by simplicity when it comes to the design of their logos because it almost feels “too easy” or elementary. But if it’s designed well, that couldn’t be further from the truth. A simple logo, 99% of the time, is going to serve you far better over the long-run. A consumer’s brain will process and store a simple logo much quicker and easier than one that they can’t quickly understand or digest, thus allowing them to recognize your brand before the overly complex one.

2. Is your logo timeless?

Will your logo look good in 20 years? It can be so easy to get caught up in the 'hip and trendy’ that we lose sight of what is most important: choosing a style that will persist through the ages.


The key to a logo being timeless is to keep it simple, with little to no embellishments or fine details. Many of the famous brands that we love today started with logos that were a bit too elaborate to keep up with time.


See the evolution into a more timeless look? If you start there, your brand will already be ahead of the game.



3. Does your logo complement the brand’s perception?


Do you want your organization to be known as cool, traditional, or professional? Your logo should complement what you want your brand perception to be.


If your nonprofit is traditional and scholarly, you probably shouldn’t have an edgy, hip logo. Make sure that your logo triggers the emotion that you want someone to feel as they interact with your brand.








4. Is your logo memorable and impactful?


When reviewing logo options, take note of which ones you remember the most, rather than the one you immediately love the most. Like most things, logos can take time to really stick and move into the “love” category of your brain. For this reason, it’s important that you don’t disregard a logo in its early developmental stages just because it didn’t pop off the screen and make you do the happy dance immediately. There are the rare occasions where this happens, but if it doesn’t, be patient. The purpose behind the logo will be most important.


Here’s a great example:


For years, people didn’t understand the meaning and purpose behind the FedEx logo. But now, it’s one of the top awarded logos of all time, all because of the simple meaning and impact it has on consumers. Check it out:



Small touches like this (while genius), can make lasting impacts on followers of your brand.


5. Is your logo scalable?


Will your logo look good in multiple types of applications? Our rule of thumb is, if it doesn’t look good printed on a pen, it’s not a great logo. While that sounds a bit dogmatic, it communicates so much about what a logo should be: a quick identifier, not a communicator of everything your brand stands for (that’s where messaging comes in).


So, do you have elements of your logo that can be broken down for all applications? If you have a mark that doesn’t scale well, you may want to consider creating elements of the logo that can.


Example of full logos and their breakdown for scale:




6. Is your logo versatile?


Does it look good in black and white? What about stacked? Standing alone?


While a logo will most often be seen in its complete form, it’s important that it can be identified in several ways. There will be times that you can’t use the color version (maybe a t-shirt design or window decal) and other times when your logo can only occupy a horizontal or vertically driven space. When you have multiple versions of your logo layout, it ensures your logo is versatile and ready for whatever gets thrown your way.


Example of a highly versatile logo: Instagram



Alright, there you have it! At the end of the day, your logo is the metaphoric face of your company. And while people can often forget someone’s name upon a first encounter, they rarely forget a face. So how does yours stand up? Is your logo proving to be effective for your brand?


If not, we would love to chat with you about whether or not your organization is a good candidate to start the fun journey of revamping a logo. It’s one of our favorite things to do around here. Have questions? httpContact us for more.


P.S. To listen to us dive deeper into the world of "rebranding," click here to access our podcast episode about this very topic.

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