What makes a logo not just creative, but strong, successful, and lasting? How do you know when your logo isn’t working the way it should? What makes one concept potentially better than another? How do you narrow down your top choices in a logo redesign to a front-runner when different people are responding to different esthetics? If a logo designer has done their job, everything they’re showing you should meet the following 10 objective criteria for logos. Unfortunately, it’s not always the case and these key questions can quickly eliminate some concepts from the running and help you quickly focus your efforts. It’s intriguing how quickly this list can reshuffle your feelings about an existing company logo or new logo proposals you’re presented with. Having a practical list of general objective criteria plus a list of your specific business criteria keeps group discussions from devolving solely into whims, personal esthetics, immovable positions, or even personal attacks. (Yes, it happens.) More on subjective criteria in another post.
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