What makes a great logo (and how to create one that actually works)

Your logo is often the first visual touchpoint someone has with your brand.

Before they read your website copy, scroll your content, or understand what you offer, they see your logo. And in that moment, it’s already communicating something about you.

A great logo isn’t about being clever or decorative. It’s about clarity, recognition, and alignment with your brand identity.

This blog sits within the Align stage of my Visibility Engine and supports the wider brand identity foundations. Because a logo only works properly when it’s rooted in who you are, who you help, and how you want to be perceived.

What makes a great logo

The most effective logos are simple.

Simple logos are easier to remember, easier to reproduce, and easier to use across different platforms. They work just as well on a website header as they do on a social profile or a small icon.

If a logo needs explaining, it’s probably doing too much. Your logo doesn’t need to tell your whole story. It just needs to signal your brand clearly and confidently.

Principle two: meaning over decoration

A great logo isn’t just visually pleasing. It’s intentional.

Every element in your logo should serve a purpose, whether that’s the shape, the spacing, or the style of typography. Those choices should connect back to your brand personality, values, and positioning.

When design decisions are made without meaning, logos can feel generic or disconnected. When meaning drives design, logos feel distinctive and aligned.

Principle three: flexibility and longevity

Your logo needs to work in the real world, not just on a design mockup.

A strong logo should be flexible enough to work in different formats and situations. That includes colour and black and white versions, large and small sizes, and both digital and print use.

It should also be designed with longevity in mind. Trends change quickly, but your logo should support your brand for years, not months.

Find out what makes a good lead magnet and what does on our free webinar

A practical way to approach your logo

Whether you’re creating a logo from scratch or reviewing an existing one, these steps can help.

Start by clarifying your brand identity. If you’re not clear on who you help, what you stand for, and how you want to be seen, your logo will struggle to do its job.

Next, focus on concept rather than polish. Sketch ideas or explore directions that capture meaning before worrying about fine details.

Then simplify. Remove anything that doesn’t support clarity or alignment. Less almost always works better.

Finally, test your logo in context. Look at how it appears on your website, social profiles, lead magnets, and other materials. If it holds up across all of those, you’re on the right track.

How your logo fits into brand identity

It should work alongside your brand colours, typography, imagery, and tone of voice to create a cohesive experience. When all of these elements align, your brand feels intentional and recognisable.

This is why brand identity work often needs to come before or alongside logo design. A logo can’t fix misalignment on its own.

When it’s worth getting support

DIY logos can work at the early stages of a business. But there often comes a point where your brand has outgrown what you put together at the beginning.

If your logo no longer reflects your expertise, feels inconsistent, or doesn’t sit comfortably with the rest of your brand, that’s usually a sign it needs attention.

Getting support can help you create a logo that not only looks good, but actively supports your visibility and credibility.

Bringing it back to alignment

A great logo isn’t about trends or decoration. It’s about creating a clear, recognisable symbol that supports your brand identity.

When your logo is aligned with who you are and who you help, it becomes a quiet but powerful part of your visibility.

If you’re unsure whether your current logo reflects the direction your business is heading, or you want help creating one that feels aligned with your brand identity, this is something I support business owners with regularly.

Clarity comes first. Design follows.

Written by Nikki Clements, founder of Brand You, formerly Nikki Carter Designs. Known as the Lead Magnet Queen, Nikki helps coaches and service based businesses build aligned brands that support visibility, credibility, and sustainable growth.