Logos: 4 Tests for an Objectively Good Logo

Stephanie Asmus
6 min readDec 9, 2022

A close friend of mine recently asked if I’d review a logo they were considering using for their brand. Logos can be stressful. They’re the face of the brand. They’re an identity. Done right, the logo will be how customers connect with, share, and remember the brand. Logos can take a lot of time, effort, and money. So we want to get it right — right?

The trouble is, logos are highly subjective. What might be compelling to me is not necessarily true for you. To help put some objective lenses around whether or not a logo is “good”, I have a 4-point check system to run any logo through.

1. Does the logo communicate the brand?

Looking at brands like Target, Apple, Red Bull, and Shell — they all use imagery to represent the brand name. Customers see the image and think the name. Of course, it doesn’t have to be so literal (though it doesn’t hurt). The imagery can be more interpretive, such as Nike’s swoosh representing the goddess Nike’s wing.

There are more complex outliers to this general rule, but for the vast majority of us with humble marketing budgets — let’s not overcomplicate things.

Whether it’s the literal brand name, the industry, or the soul of the brand you’re trying to capture. Make sure the logo does indeed communicate the brand.

Ask friends, family, or focus groups what they think — as long as no one is confused as to how you got to your logo or what it’s supposed to be —…