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…

Stephanie Asmus

Austin-based designer, writer, and entrepreneur. www.stephasmus.com | IG/@stephasmus