Infocusselling’s Blog

June 2, 2008

What makes a great trademark (logo)?

by Boundless Design, Jill R. Harding

A logo is a graphic design element that, together with its logotype (a uniquely set and arranged typeface) forms a trademark or brand — brand identity. Typically, a logo’s design is for prompt recognition, inspiring assurance, acclaim, loyalty and implied superiority.

The logo is one aspect of a company’s commercial brand or economic entity. Today there are many corporations, products, services, agencies and other entities using logos — some good, some great and some bad. A great logo is clean, not over designed and often limited to only 2 or 3 colors (that carry through the brand). Day in and day out we are hit with so many varying logos that it becomes nearly impossible for the average human to remember a logo the first time they view it. Repetition plus a clean design helps the logo to stand out from the crowd and hence get noticed.

The term logo is short for logotype, design-speak for a trademark made from a custom-lettered word (logo is actually Greek for word). The term logo caught on with people because it is a catchy word, but what people really mean is a trademark — whether the trademark is a symbol, monogram, emblem or other graphic element. More than likely you are familiar with “Nike” this particular logo is a symbol (sometime paired with typeface) and another example many of you might also be familiar with is “IBM” this particular logo is actually a monogram. We often refer to “Nike” and “IBM” symbol and monogram as a logo but technically speaking these are trademarks and an element of their respective companies overall brand.

Have a bad logo or a good logo but want a great trademark (logo)? — Boundless Design, LLC can help you establish a great trademark (logo) to clearly represent your brand. Rely on our expert graphic designers to do what they do best so you can focus on what you do best.

Boundless Design, LLC / Owner – Jill R. Harding / / 812.597.4270



  1. And just to add to this, your logo may be like a framing statement: gets the conversation and questions started. This of course should happen only until your logo or trademark becomes a “household name”!

    Comment by Bridget — June 8, 2008 @ 2:31 pm

  2. I agree! My last job we had a logo that looked great…printed on paper. I got it some shirts and it was useless. No one could read it. I wanted to wear it around but did not help me at all.

    Comment by ISellServices — July 2, 2008 @ 7:30 am

  3. Bridget, “good logos” are great conversation starters plus more likely to be remembered even if they are not yet a “household name.” So the less complex logos often standout over the more complex… – jrh, Boundless Design

    Comment by Jill Harding — July 2, 2008 @ 4:45 pm

  4. ISellServices, exactly logos that are designed well will work across all mediums – i.e. print, web, apparel, etc and still be easily read and remembered. – jrh, Boundless Design

    Comment by Jill Harding — July 2, 2008 @ 4:48 pm

  5. Just a side note to having your logo embroidered on shirts. . . it may not always be the logo itself but also the way it is embroidered. Embroidery seems simple but in fact it can be very complex and difficult. I have an example of good verses bad embroidery on my web page Once we redid the logo for the customer (which was the exact same one as the other company attempted) it was readable and looked 100 times better!! The customer was so much happier and now not embarrassed to wear the shirts. I will talk about that more on my blog in the near future!

    Comment by kristieskreations — October 7, 2008 @ 11:38 am

  6. Nice post u have here 😀 Added to my RSS reader

    Comment by RYErnest — November 29, 2008 @ 3:59 pm

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