The Principles of Creating a Winning Brand Logo

The Principles of Creating a Winning Brand Logo

You only get one chance to make a (good) first impression.

We are recognized as a Top 25 Enterprise Logo Design & Branding Agency on DesignRush. As such, we’ve developed a few guiding principles on creating a winning brand logo. In our “quick, click and swipe” culture, it’s more important than ever that your logo projects the company image you want in the blink of an eye. Because your logo will be the primary image and brand asset that people associate with your company, it has to be clear, attractive, differentiated and memorable. Taking on such an important task can be daunting, so follow these key principles of creating a distinctive logo to increase your chances of getting it right the first time.


Though a logo must be aesthetically pleasing, above all it has to be functional. A logo is supposed to act as a sort of “branded stamp of approval” for your company that can be placed on anything and everything. Reproducibility is key. Think through all of the potential applications of your logo – on products, signage, swag, etc.—to see how it translates in all of those uses and environments. A logo that is overly complicated, uses too many contrasting colors, or is awkwardly spaced will be less conducive to working well on a variety of items. The best way to ensure functionality is to keep your logo as simple as possible. When it comes to logo design, less is more.

Aesthetically Pleasing

Company logos should follow basic design principles. Two examples of design principles would be repetition, as one can see in the Adidas logo (3 parallel lines), or symmetry, as one can observe in the feathers of the NBC peacock (which incorporates color for visual interest). Using familiar forms, and using them repeatedly, can be easier for audiences to grasp than something abstract or overly-intricate logo design which may require more “work” for the user to figure out.


Your logo will appear on virtually everything that your company does, which means it has to represent your company accurately. In our previous post, we talked about the impact that color can have on our perceptions of companies, and that information is very pertinent here. Using pink to represent a men’s razor brand would be off-putting, and people would probably be confused as to what type of company you are. Making sure that the design of your logo clearly expresses the overall sense of your company is imperative for brand cultivation.


The best logos stand apart and communicate their unique value consistently. They cut through the clutter and are not confused with other logos—both within and outside your industry. Make sure that your logo is new, different, and available. Paragraphs can help you develop that breakthrough brand and winning logo. Call us today at 312.828.0200.

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