Principles of great logos

Principles of great logos

Let’s keep this one simple and to the point. Here are 5 principles to take into account when evaluating a logo.


The sixth principle is one that most designers are too scared to talk to their clients about.

Do not create a logo in your own image … don’t worry about what your golfing buddies think … brands are about what your market thinks and as the market does not know you personally, they don’t care too much what your favourite colour or font is.

I cannot put it more plainly. Creating a logo is not play time or a pleasant aberration from seemingly mundane business matters – it’s a serious business which cost a lot of money and plays a major role in the success of your company going forward.

Gary Hendrickse 

Sherpa Brand & Design Agency
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