Let’s talk about logos: The good, the bad, and the confusing.
A logo is one of the most visible elements of a brand—but also one of the most misunderstood. After more than two decades of designing them, we’ve seen countless perspectives on what a logo should be—and most of them involve trying to make it explain, communicate, and sell far more than it should. The truth is, a logo has a very specific job within a brand, and it works best when it’s not expected to do everything. Here’s what a logo really needs to do—and just as importantly, what it doesn’t.
What Your Logo Doesn’t Need to Do
Your logo doesn’t need to tell your whole story. It really doesn’t.
Think about some of the world’s most recognizable logos: Nike’s swoosh doesn’t show you a shoe. Apple’s apple doesn’t explain computers. Target’s bullseye doesn’t illustrate shopping carts full of throw pillows and seasonal candles. These logos work because they’re not trying to do everything. They are just being themselves.
And while we love a great pun, your logo doesn’t need to have one, nor does it need to be clever. We love spotting the hidden bear in the Toblerone logo just as much as the next person. But forcing visual cleverness often leads to designs that feel contrived, or worse, confusing—especially when they miss the mark. A straightforward, well-executed, eye-catching logo beats a strained visual joke every time. When it comes to logos, simplicity is a good thing.
What Your Logo Actually Should Do
Create a feeling. A logo should evoke the right emotion and energy for a brand. Whether that’s premium and sophisticated, approachable and friendly, or bold and disruptive, the overall vibe matters more than literal representation.
Be highly readable at different sizes. A logo needs to work whether it’s on the side of a building or shrunk down on a browser tab. If it falls apart at small sizes or loses its impact at large ones, it’s not doing its job.
Be clear, not confusing. People should be able to recognize and remember a logo without needing a decoder ring. If someone has to squint and ask, “Wait, what is that supposed to be?”—that’s a problem.
Function across different applications. A logo will likely live in a lot of places: on signage, on a website, embroidered on a hat… perhaps even on the side of a vehicle. So brand systems often require carefully-designed logo variations (primary, secondary, and special versions) to function in these different applications without losing integrity, legibility, and brand recognition.
Be memorable. In a world where people are bombarded with thousands of brands daily, a logo needs to stick. It should be distinctive enough that someone can recall it when they need your product or service. Simplicity, uniqueness, and great design help a logo achieve memorability.
Appeal to your target audience. This is crucial. Your logo doesn’t need to appeal to everyone—it needs to resonate with your people. It should go without saying that a logo for a children’s museum should feel different than one for a law firm.
The Bottom Line
Your logo is a visual anchor for your brand, not a novel. It’s the thing people recognize, the mark that signals, “That’s them.” It works alongside your messaging, visual elements, and other parts of your branding to tell your complete story.
So give your logo permission to just be a really good logo. Let it be simple, clear, readable, and memorable. Then let everything else—your website, your marketing, your actual work—fill in the details.
Logos We Love (and Designed!)
Below are some of our personal favorites. Need help with a logo? Let’s chat.
