What Makes a Great Logo: A Freelance Designer’s Perspective

As a freelance graphic designer, one of the most common questions I get from clients is: “What actually makes a great logo?” And honestly, it’s a great question—because a logo is way more than just a nice-looking symbol. It's the face of your brand, and if it's done right, it should stick in people’s minds, look great everywhere, and say something about who you are.

So, let’s break down what I think makes a logo go from “meh” to “memorable.”

1. Keep It Simple

You’ve probably heard this before, but simplicity really is key. The most iconic logos—think Nike, Apple, or even the BBC—are incredibly simple. And that’s not a coincidence. A simple logo is easier to remember, more versatile, and just looks cleaner across different platforms. Simple does not have to mean boring though, a simple logo can still hold a lot of meaning and strategy, so it is important to inject brand strategy into even the simplest of logos.

2. Make It Meaningful

A great logo isn’t just pretty—it should have some meaning behind it. It might reflect your values, your industry, your vibe, or even your location. That doesn’t mean it needs to be super literal (you don’t need a fork in your logo if you run a café), but it should feel right for your brand.

When I work with clients—whether they’re in Southampton, Guernsey, or further afield—I always start by digging into what their business stands for before putting pencil to paper.

3. Think About Where It’ll Live

Your logo is going to show up in a lot of places—on your website, business cards, packaging, social media, maybe even on a van or shop sign. A great logo needs to work in all those formats, at all different sizes. That’s why you need to ensure that your logo works in full colour, black and white, and as icons or simplified versions. Flexibility is everything.

4. Make It Timeless

Trends are fun, but they come and go. You don’t want a logo that looks dated a year from now. The best logos stand the test of time. They might get a subtle refresh now and then, but the core idea stays solid.

My advice? Focus on clarity and concept over what’s trendy right now.

5. It Should Feel Like You

At the end of the day, your logo should feel like you. It should reflect your personality or your brand’s voice—whether that’s bold and modern, soft and approachable, or classic and refined.

At the end of the day, a great logo isn’t just about looking good—it’s about capturing the essence of your brand in a way that feels authentic, clear, and lasting. It should connect with your audience, work across all the places your business shows up, and still feel like you.