In plain English
Its job is identification. A logo does not explain the business, communicate values or convince anyone of anything; it marks the thing as yours.
Which is why the practical criteria are mundane: does it work small, does it work in one colour, is it recognisable at a glance, and can it be applied everywhere it needs to go.
What to know
Identifies
That is the whole job.
Works small
Legible at favicon size and on a phone.
Works in one colour
Print, stamps, embroidery, faxes of contracts.
Needs formats
Vector, horizontal, stacked, mono, on light and dark.
Why it matters
Logos absorb attention disproportionate to their effect. A serviceable logo applied consistently beats a beautiful one that arrives without the formats needed to use it.
Common mistakes
×Expecting the logo to communicate what the business does.
×Detail that disappears below a certain size.
×No mono or stacked version, so it cannot be applied.
×Redesigning it to solve a positioning problem.
FAQs
How much should a logo cost?
Less than the positioning work that should precede it.
Does a logo need to explain the business?
No. Almost no well-known logo does.
WRITTEN BY TARIQ SALLAM
Marketing Consultant. Entrepreneur. Content Creator.
I'm a marketing consultant, entrepreneur and content creator. I help businesses grow through practical marketing, websites, SEO, content and AI.
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