5 Qualities of a Good Business Logo

Updated on: 10/08/2023

What makes a good business logo is one of the frequent questions being asked by either beginner logo designers or entrepreneurs who want outstanding logo for their company or organization. Contrary to popular view, what makes a good logo isn’t nice font, style, shape, or friendly colour; but a unique identity mark that identifies a brand.

Also designing a great logo is not about following lgo design trend or using the latest design tool; but creating an identity stand the test of time. And any business without a great logo will find it difficult to compete effectively in our over-crowed business world.

On this post we are going to explore 5 qualities a good business logo. In order words, 5 characteristics that defines a good logo. But before we dive into these qualities, let’s define what a logo is.

What is a Logo

A logo is a unique name design or mark that identifies a business, organization, company, or product. It is one of the most important brand assets of any company. It's one key element that differentiates one brand from another.

A great logo is the first step in building strong and enduring brand. And while there are many online tools to create a logo, but if you want an oustanding logo that appeals to your target audience; you need the services of a professional logo designer.

The Top 5 Qualities of a Good Business Logo

Whether you're designing a logo for your new company or want to redesign your existing logo, below are the top 5 qaulities you should pay close attention to.

1. Simplicity

A good logo should be simple. Its simplicity makes it easier for customers to identify it even from a distant. It’s just simple and straight forward. Often times, it’s just a simple shape or type.

2. Memorable

A good logo should be memorable. Someone who has seen your logo once should be able to recognize it easily and be able to describe to someone else. This makes easy people to easily identity your products or services, even in a crowded market.

3. Timeless

While following trend might seem ideal, a good logo is not meant to be trendy. When designing a logo for business or company, forget about what’s trending and focus on timeless. Great logo should endure for some period of time.

4. Adaptive

A good logo should be versatile. It should work well across devices and platforms. It should work well on website, mobile app, letterhead, business card, signage, billboard, promotional ideas, ads etc.

5. Appropriate

A good logo must be the appropriate identifier for your brand. It should be able to compliment your brand's personality, uniqueness, and purpose.

However, it shouldn’t explicitly show an image of your product or services. You don’t have to use a jpeg image of a caterpillar for a construction company logo or a laptop for computer store. You just need to create a mark that clearly differentiates your business from the crowd of competitors.


A good business logo is one way to stand out among competitors and improve brand recognition. And if you look at the logos of top brands like Google, Amazon, Apple; you will notice these qualities in their logos.

But the question is: does your business/ company logo has these essential qualities? Is it simple, memorable, adaptive, appreciate, and timeless? If not, you might need to contact a logo designer.

Do you need a unique, custom, and professional logo for your business or organisation? Palment is your best logo design agency in Lagos, Nigeria.