Not long ago, we wrapped up a logo project for 2nd Street Bistro, an organic direct-to-market restaurant in Highland Park, IL. Sitting with the team after presenting the final concepts, I was struck by a familiar moment: the client’s eyes lit up—not just because they liked the design, but because it felt theirs. That’s when you realize: a logo isn’t just a mark. It’s the foundation of a brand’s visual story, whether you’re a corner bakery or a global enterprise.
If you’re starting on a logo or wondering if yours is working hard enough for your business, ask yourself these ten questions before you move forward:
- Is it well-planned and original? Does the logo stand apart from your competitors, or could it easily be confused for another brand in your space?
- Will it support your marketing? A great logo is a launchpad for every campaign, from digital to print. Does yours fit the bill?
- Does it capture your company’s philosophy and values? A logo should reflect not just what you do, but why you do it.
- Is it timeless? Good design outlasts trends. Will your logo still make sense—and look sharp—five or ten years from now?
- Will it help build reputation and drive growth? Beyond aesthetics, does your logo have the potential to strengthen your brand’s reputation and contribute to revenue over time?
- Is it flexible and problem-free in implementation? Think about signage, social icons, embroidery, app icons—will your logo hold up everywhere it appears?
- Was it created using current graphic standards and formats? A professional logo needs to work in every context, from tiny favicons to giant billboards.
- Does your design partner understand your target market? Local or global, every market has nuances. Make sure your logo is informed by market insights, not just artistic instinct.
- Is your logo company experienced and efficient? Expertise matters. Are you working with a team that can deliver without unnecessary revisions or delays?
- Do you feel confident moving forward? After all these questions, do you feel your logo stands up to scrutiny—or is it time for a redesign?
Designing (or redesigning) a logo can be a revealing process. It forces you to reflect not just on how you look, but on what your company stands for and where you’re heading. If your current logo isn’t ticking all these boxes, maybe it’s time to revisit your brand’s visual identity.
If you’re ready to explore a logo that truly represents your brand, our logo design team at ArtVersion can help you bring it to life.
Happy branding—your next logo could be the one that lights up the room.