Not Every Logo Needs to be Great

When designers and fellow peers talk about logo design we are bound to see them talking about what makes a logo great or give examples of great logo design.  I have done the same myself time to time.

The question is; what makes a great logo and does every logo need to be great?  In my opinion, every logo doesn’t need to be great.  Let me explain.

The Goal of Logo Design

As designers we are the bridge builders and the problem solvers.  Our clients hire us to solve the visual problem of conveying their products and services that represent them.  The bridge that we engineer is the logo and the identity.  The logo and the identity is what spans the gap between the public and the business.  It connects people to the services and products that they need and want.

Just like solving any problem or building any bridge there are only a few ways to solve it and a few ways to build it.  The goal of logo design is to design an identity that works and solves the visual problems.  A logo does not work because it is great but a logo is great because it works.

Businesses Need Designs that Work

We all know the big brands, we see them daily, they are in the news, their logos glow on our TV’s and our monitors but what we don’t see are the little guys.  The many small businesses that we may never know or may never see.

Some of us have had the job of working with these business.  Their current identity is in shambles, their logo needs an update, it does not fit them correctly or it is just simply the wrong solution.  As we take on these projects our most important objective is to deliver a solution that works for that business and establishes trust.

As designers we carry the curse of knowledge.  When we look at a logo we see a design, we analyze it, study it, break out a ruler etc.  The average person isn’t doing that.  The average person cares about one thing; can I trust them, not if the design is great.

Logos Need to Work

Take a few examples of designs that work first and are great second.  Coca-Cola and FedEx.

What makes up these logos?  Coca-Cola has had the same logo for over a hundred years.  When Coca-Cola started up they were the little guy, believe it or not.  And at the time they weren’t concerned with great design.

Their goal was to sell a soft drink.  Their logo is just hand writing that has been polished over the years.  At the time there was surely nothing great about it.  However over a century late, we view Coke as one of the ultimate brands.  Time made Coca-Cola great.

In a more modern setting.  We view the FedEx logo as a modern example of great design.  I ask the question; does the logo work because it is great or is the logo great because it works?

The bright colors, the white trucks, compared to brown, the hidden arrow to express movement.  It works because it solves the problems of distinguishing itself from the competition and establishing trust.  Because of this we consider the logo to be great.

In Conclusion

When designing a logo think of yourself as a problem solver and a bridge builder, not a designer.   As designers we should concentrate on making a logo that works above all things and fits the needs of our clients.

The logos that we design may not be awarded for great design, they may not be featured in books and galleries but the logos we design should be designed with our clients as the focus, not for moments of glory.

What is your opinion?  Should every design strive to be great?  Can greatness be designed?

Related Posts:

1. The Importance of a Logo
2. What is a Logo and Logo Design
3. What Makes a Good Logo
4. What is Bad Logo Design