Skip to content 
Do you just have a cool logo? Or branding that really works?
Many logos look good at first glance. But good looks alone do not make for effective branding. A strong logo is not just a pretty picture – it is a tool for your brand. It ensures that your company appears visible, clear and credible – on the website, in social media, on products or at a trade fair stand.
If a logo remains legible, recognizable and stable in different situations, this shows that the branding is based on a system – and can be tested, not discussed.
We take a closer look at what a good logo really needs to achieve in the article Why good design works – research for branding
1. a logo must be more than just appealing
“Beautiful” is not a benchmark for good branding. A logo should express who you are – not just what you like. It is the visual anchor of your brand, the sign that people associate with you before they read your name.
Studies show: Logos that relate to the offer or brand idea are perceived as more credible and create trust (Luffarelli, Mukesh & Mahmood, Journal of Marketing Research, 2019).
What this can look like is shown by Petunia Specialty Coffee:
Colors, shapes and typography are derived directly from origin and product – not from personal preference.
2. a good logo works everywhere
A logo does not live on a white surface, but in everyday life: on smartphones, packaging, banners, vehicles and business cards.
That is why it must be designed so flexibly that it remains legible and recognizable in any environment.
Consistent colors, clear shapes and clean proportions reduce the cognitive load when viewing – our brain prefers what is easy to process (Lee & Labroo, Journal of Marketing Research, 2004).
A good example is Il Gelato.
The branding remains clearly recognizable on ice cream cups, in menus, on variety labels in the display case, on merchandise and much more – and this is precisely where the stability of a visual identity becomes apparent.
3. the work of branding experts is evident in everyday life
The true quality of a logo is not shown in its presentation, but in its use. If a sign remains clear even though the place, color or medium changes, this speaks for design expertise and strategic thinking.
Style plays a role – it gives character and recognizability. But style without function remains a facade. Good branding combines both: style and functionality.
Conclusion: A logo is not a picture – it is a system
A logo is more than just a pretty sign. It is the most concentrated expression of a brand image. Whether it works is not shown in the design, but in use: in different sizes, contexts and applications. This is where it becomes clear whether the design works – or whether it has to be constantly explained.
Anyone who wants to assess their branding should therefore not ask whether a logo is appealing. But whether it remains recognizable, simplifies use and reliably conveys the company’s idea.
If you apply this view to your own logo, it quickly becomes clear where it is stable – and where it is not. This is precisely the difference between decoration and functioning branding.
