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The Top 5 Characteristics of Successful Brands

The Top 5 Characteristics of a Great Brand Logo

When it comes to designing a good business logo , there is a lot to think about. With the huge volume of competition that all businesses face, in every industry, it is detrimental to get brand identity right. In a world where brands are becoming more and more easily accessible, and much more daring with regard to digital revelations, the idea of getting your branding spot-on is every companies modern day aspiration.

So, what characteristics do successful logos and brand have in common? When you take away your own individual preference, what is it in a logo design that speaks to your clients and demonstrates a truly ‘great logo design’.


1. Simplicity

Above all, a rule that is always consistent within graphic design, is that: simplicity is key. A good logo is distinctive, appropriate, practical, graphic and simple! The majority of the time, the best logos don’t actually need any words at all – they can stand alone as a single entity and be widely recognised as a symbol of the brand itself. Simplicity in a logo design allows for quick and easy recognition across every platform.

2. Unique

For many years, professional businesses continued to market their brand with bland, undifferentiated messages, which were limited in creating compelling impressions in the minds of their customers. Nowadays, 'me-too' brands just do not make the cut anymore. This is where the development of a professional, distinctive and unique brand logo comes into play.

Creating a great brand identity requires something completely unique and distinctive. Distinctiveness produces good memory recall, allowing brands to stand out amid a heavily infiltrated market. The Disney logo, for example, with it’s infamous ‘D’ has children and adults of all ages recognising some our favourite childhood films. Apple’s renowned, sleek Apple logo has become known worldwide for their innovative products and minimalistic appeal.

3. Consistency

A brand ultimately communicates what you do and what you stand for as a business. Your branding should therefore be applied clearly and consistently across everything you do and all of your communication channels. A strong, consistent business logo will reinforce brand identity and drive positive customer response and trust.  When consumers return to a business, they expect to receive the same standard of service as their previous encounter – if not better. No one wants to deal with a company that that cannot consistently rely on to provide a valuable, unique service.

4. Expertise

A great logo successfully conveys it’s companies expertise or ethos. Heinz traditional label theme, for example, portrays the product trustworthiness and reputability. The Nike tick, in addition, immediately communicates speed and therefore sport. With a well-designed, quality logo, businesses can simply and effectively demonstrate their industry expertise and encapsulate everything that the business stands for in one logo appearance.

5. Versatility

An effective logo must be practical across a variety of mediums and applications. A truly versatile and functional logo can be scaled to any size, work in both horizontal and vertical formats and can also be utilised across small and large scale campaigns. A well-designed logo, for example, will work well on both and company business card and website, a promotional leaflet and a digital billboard, a magazine publication and a multifaceted exhibition stand.

Areca Design have experience in designing and creating great brand logos for businesses within a range if industry sectors. To discuss your logo design requirements, or to find out more about how to create a great business logo, please contact our team today on: 01386 570360 or email:

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