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What Makes A Good Company Logo?

Updated: Sep 21, 2025


Here at Make The Turn, an award winning digital marketing firm in Troy, Michigan, we understand that a company logo is more than a visual—it’s the heart of your brand’s identity, embodying your values and mission. 


A well-designed logo sets your business apart, fosters recognition, and builds trust. 


Partnering with experts like Signarama Troy / Metro Detroit, we help businesses create logos that leave a lasting impact. Here are the essential elements that define an effective logo.

 

Simplicity Drives Recognition

A great logo is clean and memorable. Iconic designs like Nike’s swoosh or Apple’s logo prove simplicity enhances recognition. A simple logo is versatile, working seamlessly on business cards, billboards, or digital platforms.

 

Relevance to Your Brand Identity

Your logo should reflect your industry and audience. A tech startup might choose sleek, modern lines, while a bakery could opt for warm, inviting imagery. A relevant logo communicates your brand’s core values and connects with your target market.


A street-level view of a Blo Blow Dry Bar salon. The storefront has a large pink sign with the company logo and bright pink window graphics. The building is a two-story structure with dark and light gray panels.

 

Memorability for Lasting Impressions

A memorable logo sticks in the mind. FedEx’s logo, with its hidden arrow symbolizing precision, is a prime example. Unique shapes or clever symbolism create a distinctive design that lingers with viewers.

 

A black-and-white mural on a wall featuring various positive company values in a repeating pattern. Words like "CURIOSITY," "DEDICATION," "COLLABORATION," and "POSSIBILITY"are highlighted in bold, 3D lettering.

Versatility Across Platforms

Logos must perform across print, websites, social media, and merchandise. A versatile logo retains clarity in color or grayscale and scales without losing quality. Test your design in various contexts to ensure it remains effective.

 

A long banner with a baseball theme. The banner is black with a thick red stripe and features the words "Home Plate" in large red and white lettering. Below, the words "Comerica Park" are visible in black lettering. A white baseball with red stitching is partially shown on the right side of the banner.

Strategic Color and Typography

Colors evoke emotions—blue builds trust, red sparks excitement. Choose a palette that aligns with your brand’s tone. Similarly, legible typography, whether modern sans-serif or classic serif, reinforces your message while maintaining cohesion.

 

A two-tiered outdoor sign for a golf club. The top tier is a white sign with black text, featuring the logos and names for "STIX at Sugarbush Golf Club" and "Sugarbush Golf Club." The bottom tier is a dark brown sign with the text "Think Spring!" in large, white letters. The sign is built on a base of stacked stone and is surrounded by snow and bare ground.

Timeless Design for Longevity

Trends fade, but timeless logos endure. Coca-Cola’s logo has remained iconic for decades. Avoid trendy elements that may date your brand, and aim for a design that stands the test of time.


Final Thoughts

At Make The Turn, we’ve gained invaluable insights from our partners at Signarama Troy / Metro Detroit, particularly from CEO Bob Chapa’s expertise in branding and signage. 


Their meticulous attention to detail and ability to bring brands to life through high-quality signage inspire our work in Troy and beyond. Here are some of Chapa’s thoughts below:


"Logos are where great brands begin, but the real magic happens when that vision is consistently brought to life in the real world. That’s why our partnership with Make the Turn works so well—they capture the digital identity of a brand, and we extend it into signage that customers see and connect with every day. Together, we’re helping businesses in Metro Detroit tell their story with clarity, creativity, and confidence."


As Make The Turn CEO Mike Sullivan also notes, “A great logo is the foundation of a brand’s story. Working with Bob Chapa and the Signarama Troy/Metro Detroit team has shown us how precision and creativity can transform a vision into a powerful reality.” 


Contact Make The Turn and Signarama Troy / Metro Detroit to explore how we can elevate your brand with a logo that drives recognition and loyalty.


 

 
 
 
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