One of the important strategies for an effective branding system is to have a logo that makes a lasting impression in the market. Because it has an impact on buyers’ responses, it must have all the relevant logo characteristics that can best represent a brand’s value, mission, vision and ideology!

However, creating a perfect design isn’t that easy, and there’s no formula for instant popularity either! What makes a logo great is what you do to it and what you don’t do to it. Without missing any important tips, consider these 11 logo characteristics that will help your logo sell to the public.

  1. The Right Shape

The shape of your logo can influence the feelings and emotions of an audience. So, in order to effectively communicate what you want to convey, your choice of shape must perfectly match your brand’s message. Some of the common shapes used in the design of a logo are as follows:

  • Circles and ovals: Friendly, casual, inviting
  • Curvy lines: Playful, relaxing, intriguing
  • Triangles: Leadership, authority, dominance
  • Squares and rectangles: Efficiency, security, trustworthiness
  • Sharp angles and spikes: Aggression, edgy, gritty, offbeat
  • Horizontal lines: Stability, calm, reliability
  • Vertical lines: Prosperity, success, command

You can be creative and come up with original abstract shapes for your design as long as you don’t lose the rule of clarity and simplicity in doing so. Don’t be afraid to mix and match the parts, if that can convey the message more clearly.

2. The Right Business Cues

A good logo effectively communicates what the brand is to its target audience. One way to do this is to incorporate commercial cues into your design. A good example is a music company that uses a familiar font that only musicians can recognize. See example below:

Even without press releases and product / service descriptions, one could easily recognize what the brand is all about. Having this logo characteristics can help convey information to the market faster.

3. The Right Colors

Colors also evoke certain feelings and emotions for your target audience, such as red for alertness and urgency, yellow for the warmth of the sun, and brown for nature and earth.

You can also match the colors according to your cultural associations, such as green for money in the United States or purple for evil in Japan.

Choosing the perfect colors for your logo is important for branding. It must therefore be clear and consistent.

4. The Right Tone

Another characteristic of a good logo is that it knows exactly who they are trying to appeal to. As part of their branding strategy, they integrate the interests of their target audience into their design, such as the paragliding company below:

It is very clear in their logo that their target audience includes extreme athletes and adventurers, which explains the color schemes, shapes and images used.

5. The Right Typography

Just like colors, shapes and images, your choice of typography can also influence the vibe of your logo and the mood and perception of your target audience.

The following must be considered carefully when it comes to choosing the right typography:

  • Font
  • Text size
  • Serifs
  • Boldness
  • Weight
  • Format
  • Texture

Note that some fonts can evoke certain emotions. Here are some guidelines to get you started:

  • Serifs are best for more formal or professional brands, while sans serifs are more casual and carefree.
  • With all their curves, script fonts are the go-to style for whimsical brands.
  • Add more meaning to a word by making it bigger than others. Use it to emphasize certain aspects of your business or even accentuate puns.
  • Use different fonts to separate text types: a decorative font for your name and a clear, readable font for secondary text like slogans.
  • Handwritten fonts make you look friendlier, but not so professional.

Whatever the design, a rule of thumb is to choose readable typography.

6. The Right Trends

While there’s nothing wrong with going for trendy logos, keep in mind that what’s hot today might not be the same tomorrow. Relying on trendy logo designs is effective and eye-catching, but since they change every year, logo designers need to be smart about choosing which trend to go for. See the logo design example below:

It’s a nifty way to incorporate trendy colors into their design that primarily appeals to their target population.

7. The Right Sizes

It has become more important these days to create multiple size versions of your logo, at least four different sizes, to optimize it correctly wherever it appears. You can start small with minimal elements and then expand it by adding more intricate details. Remember to keep the style consistent no matter what sizes you create.

8. The Right Aesthetics

Aesthetic logos are sophisticated and memorable. It evokes a feeling of happiness and relaxation. If you get paid to create aesthetic logos, be sure to ask for feedback from your peers to find out what they think about it and whether or not it is better than the competition.

9. Stands the Test of Time

Test your logo and see if it still looks eye-catching and relevant after a month or two. More often than not, logos that are not well thought out appear boring or weak over time.

10. Is Culturally Relevant to Your Target Audience

When it comes to designing your logo, make sure that all of the elements don’t contradict a certain culture. For example, the color purple does not correspond well to a target audience in the upper management of the business world. If your brand’s personality doesn’t match what’s culturally relevant, it’s more likely to be rejected.

11. Has an “aha” Moment

The last but not the least characteristic of a good logo is having an “Aha” factor. It could become a surprise or a hidden image that will be forever remembered. A good example is the FedEx logo. 

Not everyone, for many years now, knows the arrow hidden in the Ex. As a delivery service, the hidden arrow symbolizes their prompt service.


These are some of the great logo characteristics. Contrary to popular belief, designing a good logo doesn’t have to be complex as long as you stay focused on the qualities that will make them effective. By taking these factors into account, you can create a timeless, memorable, and versatile design that will help you build a solid foundation for your brand.