What Separates Good Logos from Great Logos?

We hope your week is off to a strong start.

Get excited. Because we’re talking logo design in this edition of Fortress Focus.

Logo design is one of the trickiest services that Fortress offers, but it is also easily one of the most fun for our internal team to flex their skills on, and we hope it's just as fun for our clients as well. 

To give you more of an idea of where we're going with this, we’re going to first devote some time to talking about what we as a creative agency think separates a good logo from a great logo. 

Then, we’ll show some examples of the best logos we’ve delivered, along with some notes from the designers on what makes them special. 

Finally, we'll point out some indicators that your own brand or company could use a refresh.

But before any of that, here are some marketing and advertising stories from the last few weeks that captured our attention. 

• Google has an illegal monopoly on search, judge rules. Here’s what’s next | CNN Business

• X takes legal action against advertisers to challenge media status quo - Digiday

• 5 interesting stats to start your week (marketingweek.com)

So, What Makes a Logo Great?

A good logo catches the eye, but a great logo captures the soul of a brand.

At its core, a good logo is visually appealing and memorable, providing a recognizable symbol for a business. It does its job by being aesthetically pleasing, clear, and versatile. However, what separates a good logo from a great one is the depth of connection it fosters.

Take this logo we did for Twenty Three Retail Consulting as an example. Think about what sticks out to you, and then I'll provide the story, straight from our Creative Director, Aubin Dyer.

This client named the company “23” because it had so many ties to his life. Being a big Michael Jordan fan, his child being born on the 23rd day of the month as well as a few other significant things. I Wanted to figure out a way to make the number 23 look unique. As I was drawing concepts in my sketchbook, I started to notice this infinity symbol that could be drawn through the two numbers. This infinity symbol ties back to how important this number has always been to him and will continue to be. The two numbers are the exact same shape, just flipped upside down. The logo can also flip upside down and it will always remain the same. It helps to achieve balance. For the font, I wanted to choose one that was simple, so as to not overpower the symbol but slightly customized it to match the symbol." - Aubin Dyer

We're going to shout out one more in-house example of the same kind of visual storytelling that is necessary for great logo design. Then, we'll dive into a few indicators you can look for in your own company, that might be a hint you could use a rebrand. Onward.

This logo, designed at Fortress by our Graphic Designer Clay Zolp, is the perfect example of taking a client's passion, building on it through history and depth, and turning it into a mark that will live on.

Here are some notes from Clay on why this is one of his favorite logos he's ever designed:

"Our goal was to create a burger logo that embodies the brand—an energetic, fun, and approachable restaurant where customers feel connected and celebrated. We envisioned the burger as a planet, symbolizing people coming together to form a community. This idea is reflected in the ring around the burger, which also subtly resembles the letter 'C.' The use of round, thick lines and a custom font makes the logo not only fun and approachable but also appetizing." - Clay Zolp

By the way, if you're ever in in the Lombard area, stop for a burger from Centro. You won't regret it.

How Do I Know If I Need a New Logo or a Brand Overhaul?

If you are thinking about a brand refresh, that's your first indicator that you might need one.

How you present yourself to the world should be the thing you are most confident in.

Why? well, because why should anyone work with you if you're not oozing confidence?

So that's one relatively vague reason you should consider a rebrand. But here are some more concrete ones:

• Your Logo Feels Dated: Trends evolve, and while a classic logo can withstand the test of time, a dated logo can signal that your brand is out of touch. If your logo feels like it belongs in another decade, it might be time for an update that reflects your brand’s current positioning and values.

• Your Business Has Outgrown Your Current Identity: If your company has expanded its offerings, entered new markets, or experienced significant growth, your existing logo and brand elements may no longer accurately represent who you are. A rebrand can help realign your identity with your current goals and aspirations.

• Your Competitors Are Outshining You: If your competitors’ brands are standing out more than yours, it’s time to take a hard look at your brand identity. A refresh or overhaul can help you regain your competitive edge and ensure that you’re not getting lost in the noise.

• Your Messaging Feels Inconsistent: If your branding feels fragmented or your messaging lacks cohesion, a brand overhaul can help you unify your visual and verbal identity. Consistency is key to building trust and recognition with your audience.

• You’re Embarking on a New Chapter: Whether it’s a merger, acquisition, or a major strategic shift, significant changes in your business often warrant a rebrand. This is an opportunity to start fresh, reintroduce yourself to the market, and communicate your new direction with clarity and impact.

We hope you enjoyed this edition of Fortress Focus. Check back next month for a new topic. See you then.