How To Tell If A Logo Is Good Or Not

Does it make sense that one logo can cost 200.000 times as much as the next one?

Wait, what? Can a million dollar logo even be 200.000 times as good as a five dollar logo? The answer is: yes, it can. But how?

People have different tastes. Some like square shapes. Others like round shapes. Some like orange, others like banana — or yellow. Some like sans-serif typefaces (most people would refer to these as modern), and others like serif typefaces (which are commonly seen as classic).

A good logo has nothing to do with taste. If you — or anyone, for that matter — dismiss a logo because you “don’t like it”, you’re being a platonic dumbass. Even if you’re the one paying for it.

If you don’t like the taste of Brussels sprouts, does that mean they are an inferior food source? Of course, it doesn’t. The same goes for a logo. It doesn’t matter what it tastes like to you. You might be the only person in the world who hates it. What matters is its nutritional value.

Nutritional value is undebatable. It can be measured and it is absolute. Just like the ingredients of a logo, which we will get to soon. Taste, on the other hand, is personal, biased, and different day by day. This means that how you as an individual feel about a shape, a typeface or a color, is irrelevant.

Just like grocery stores won’t be clearing their shelves of Brussel sprouts because you apparently don’t like their flavor, logos should never be dismissed or criticized because of how you feel about them.

A logo represents the end of a process. It is the manifestation of choices made, research done, battles fought and perhaps, left and right, some tears shed.

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