• X Factor

How Does Your Logo Rate?

If there is any one item that presents the “face” of your organization, it’s your logo. To determine just how valuable (or detrimental) it can be, let’s consider its role.

Your logo is a representation of your company’s identity. Typically, it’s your logo that creates that all-important first impression. An effective logo communicates legitimacy. An ineffective logo does not. Customers want to deal with businesses that are trustworthy. Investing in a well-designed logo is an easy way to communicate professionalism and quality of service and goods.

Bottom line: A logo forms the foundation of all branding.

Visual Appeal

Obviously, an ugly logo is not a good logo. And even though “beauty is in the eye of the beholder,” it is possible to create a logo that has broad appeal. To achieve this, it’s necessary to invest properly in its design and to test it before adopting and launching it as part of your branding. Skimping or even skipping on this investment implies that you were unwilling to invest properly in your company, which may lead customers to assume that you are also unwilling to invest in providing quality services.

Great logos are simple and utilize effective color combinations and contrast to maximize appeal. To learn more about what colors work together and what your typeface selection communicates, read our blog post on Visual Professionalism. The best logos can be reduced to 1 or 2 colors and still be completely recognizable. This simple approach to design is called “flat design” and is a viable litmus test to determine whether your logo is effective or over-designed. Try reducing your logo to 1 or 2 colors and see if it still holds up. If not, it may be time for a re-design.


Instantly recognizable logos are the holy grail of branding and invaluable to the businesses they represent. To achieve this level of recognition, however, doesn’t mean that a logo necessarily include imagery relevant to what your organization does. In fact, some of the most recognizable logos in the world don’t convey what the companies they represent actually do:

Target carries a huge range of items, and yet neither their logo nor their name state what exactly they sell.

Pepsi sells soda, but there’s no liquid or bottle in the logo.

Apple manufactures and sells computers and phones, but their logo displays not a single piece of technology.

Besides their exclusion of imagery representing their products, what else do these logos have in common? They’re unique! Everyone recognizes the Apple logo because of it's signature bite mark, and Pepsi because of the "swish" dividing the two halves of the circle. Each logo has a simple yet stand-out silhouette that can be discerned from any other logo almost immediately.


Some large corporations actually develop their own colors of ink so that their logo colors are unique and always consistent. For most businesses, however, consistent use of standard colors is fine. Always be sure that your main company colors are used consistently throughout your website, business cards, and logo. Otherwise, your brand will fracture and cause confusion in the minds of your customers. Nothing implies a poorly planned brand quite like having a logo and business card that look entirely different.


It is very important that a logo be adaptable. It needs to look good on a business card, stationary, web site, and perhaps even on a large sign, billboard, or side of a truck. How distinctive and recognizable (and legible if there are words in it) is your company’s logo? Many small companies fail to consider this key element of a great logo. So, while their business card may look fine, a driver whizzing by their sign has no time to process the logo because the type is too small or too hard to read. Once again, simple logos are king here. The simpler they are, the easier they scale up and down in size, as well as transfer to different materials like fabric or ink.

In Conclusion

A business that invests in branding is one that multiplies the potential for growth. Are you satisfied with your logo? Does it represent your business as well as it should? If you are considering a re-design or would just like an evaluation by professional designers, X Factor will be happy to help. We’ve designed logos for an array of businesses and can help you achieve the brand recognition that will set your company apart. Contact us today!