What Makes a Good Logo?
A logo is more than just a pretty mark—it’s the visual handshake between your brand and the world. It shows up everywhere: your website, social media, packaging, business cards, email signature, uniforms—you name it. So, what makes a good logo? One that’s not just beautiful, but strategic, thoughtful, and memorable?
As the designer behind Hark Creative Co, I believe a good logo needs to do more than look the part—it needs to play the part.
Here’s what I look for in a logo that really works:
1. Clear & Legible at Any Size
A strong logo works at every scale—from a tiny Instagram profile picture to a billboard. That means clean lines, strong contrast, and smart simplicity. If it falls apart when shrunk down, it’s not doing its job. Legibility is key: your audience should never have to squint to figure out who you are.
2. Recognisable & Memorable
The best logos are simple, distinctive, and instantly recognisable. A good logo sticks in your brain—it doesn’t blend in. Whether it’s a symbol, a wordmark, or a combination of both, it should carve out a visual identity that’s unmistakably you.
3. Not Boring (But Not Just Trendy)
I love logos that show some personality. They shouldn’t feel generic or templated. But they also shouldn’t rely on design trends that will age quickly. Great logos are timeless with a twist—fresh without being flashy. They stand out, but still feel authentic to your brand.
4. Versatile & Functional
Logos have to wear a lot of hats. A good one looks great in colour and black-and-white, on both light and dark backgrounds, in digital and print formats. I always design logos with flexibility in mind—making sure there are variations like a full logo, an icon, or a monogram that can adapt to any context.
5. Aligned With Your Brand Vibe
A logo should communicate what you do and how you do it. Are you playful or polished? Bold or understated? Luxe or down-to-earth? I design logos that reflect the energy and tone of your brand—not just your industry. It’s not about being literal—it’s about capturing the vibe.
6. Purpose-Driven Design
Every decision in a great logo—from shapes to fonts to spacing—is intentional. Nothing should be random. I create logos that are built on strategy, rooted in your story, values, and audience. They don’t just look good—they mean something.
Final Thought: A Good Logo Isn’t Just Seen. It’s Felt.
At Hark Creative Co, I design logos that work hard and speak clearly. Whether you’re launching something new or refreshing something old, your logo should do more than show your name—it should show your essence.
Because the best logos don’t just tell people who you are.
They make them care.