7 essential qualities of a great logo

At their most essential, “logos are made to identify,” says Jacob Cass in Smashing Magazine. Through the use of images, icons, marks or symbols, logos identify companies or products in the most basic way–so that in the split second when a user views a logo, he or she can connect it with the brand it represents.

Nowadays, with so many logos in existence, it’s not hard to find examples of great, and not-so-great, logos in use. What makes the difference? What makes a logo work well? And, more importantly, what can your company do to ensure its logo represents you effectively?

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