The 5 Core Principles Of A Winning Logo Design

The 5 core principles of a winning logo design

What is a logo exactly?

A logo is a symbol or other small design adopted by an organization to identify its company or brand.

5 Core Principles

A good logo design should be:

  • Simple
  • Memorable
  • Timeless
  • Versatile
  • Appropriate

Creative Concepts

Logos are meant to represent a brand or company identity. In graphical design terms, this means that we need to decide upon a ‘creative concept' for the logo design. For example, for a finance company, the initial creative concept options may include simple shapes that are symbolic of:

  • Finance – money, £ symbol, coins etc
  • Business performance / growth and related imagery
  • None (ie just strong typography)

Creating Ideas vs Production

Creating a logo suited to your identity is a two stage process.

  1. Narrow down the creative concept (by using your imagination to decide what imagery would be suitable to represent the brand / service / sector)
  2. Create the actual image in a suitable format for printers, website etc (eg in Adobe Illustrator) .

Current Design Trends

The modern design trend is known as ‘flat design’. This is very classical and avoids the use of 3D effects, is clean and simple. I would recommend adopting a flat design as they tend to be cleaner, more impactful and timeless. That said, we can also provide ‘skeumorphic’ or 3D designs if the project requires it / budget permits. If you look at any logo for too long, it is easy to say that any of them may look like ‘basic clip art' (and these organisations spent tens of millions!)…

Logo Example - IBM Logo Example - BMW Logo Example - Apple Logo Example - BBC Logo Example - Microsoft

However, as the logo becomes more familiar, it becomes more accepted.

Having produced many logos over the last 20 years, it is true to say that it is very subjective and you cannot please all people all of the time. What one person thinks in a genius design, another will think is naff!

With large corporates (and large budgets), I would recommend formal market testing with customers and potential customers in your target market segments. However, this is far too expensive for a smaller business and is not good value for money. If this is the case, you should do some ‘market testing' with friends, family and colleagues to get some feedback on the design options.

The main thing is that you have a  simple, strong, timeless shape that is versatile (eg works in colour, black and white, works on websites, in print, on posters and banners etc and is memorable and appropriate.

Mark WoodroofMark Woodroof is a qualified marketing coach who was awarded a BA(Hons) in Business and a Diploma in Marketing (from the Chartered Institute of Marketing) in the early 1990's and has spent the last 20 years working with private and public sector organisations.

During that time, Mark has worked with hundreds of business owners helping them to grow their businesses, launch new products and services, set up and manage their own marketing plans, websites and digital marketing strategies.

Today, he specialises in Digital Marketing, Social Media, WordPress Development and marketing automation systems such as ActiveCampaign & Infusionsoft.

Mark's areas of expertise include:

  • Marketing Strategy & Planning
  • Software Development Project Management (Microsoft.Net & Laravel)
  • Customer Relationship Management Systems (Infusionsoft, Zoho & Insightly)
  • Web Design & Development
  • Digital Marketing Campaign Development
  • Mailing List Services (eg AWeber, Mailchimp)
  • Traffic Generation Strategies & Tactics
  • Sales Funnels, Squeeze Pages & Online Conversion
  • Customer Value Optimization


  • BA(Hons) Business Studies (University of Portsmouth)
  • Diploma in Marketing (Chartered Institute of Marketing)
  • Level 5 in Coaching and Mentoring (Chartered Management Institute)
  • DigitalMarketer Certifications:
    • Certified Content Marketing Specialist
    • Certified Customer Acquisition Specialist
    • Certified Customer Value Optimization Specialists
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