A Blackpool Design Agency’s Perspective
A great logo is more than something that looks nice on your website or business card. It’s the foundation of your visual identity, the face of your brand, and often the first impression people have of your business.
Whether you’re launching a new venture or rebranding an established one, your logo should do more than decorate. It should communicate, connect, and last.
At Sherbert Lemon, we’ve designed logos for businesses across Blackpool and beyond, and we’ve learned that the best ones share a few key ingredients.
Here’s what truly makes a logo great.
1. Simplicity
The best logos are simple, not basic. Simplicity helps your logo feel clear, confident, and instantly recognisable. It also makes it more adaptable for different platforms, from billboards to social media icons.
Think of brands like Nike, Apple, or McDonald’s. Their logos are stripped back to the essentials, yet full of meaning.
Why it matters:
A simple logo is easier to remember, easier to reproduce, and harder to get wrong.
Example:
For Harkness Photography, we created a calm and understated wordmark that reflects their quiet confidence behind the lens. No fuss, no noise, just elegance and clarity.
2. Relevance
A great logo feels right for the brand it represents. The colour, typography, and shape should all reflect your business personality and audience.
A playful children’s brand will look and feel very different from a high-end law firm, and rightly so. Relevance is about communicating your message visually without needing to say a word.
Ask yourself:
- Does this logo fit my industry and audience?
- Does it capture what makes my business unique?
- Would my customers recognise themselves in it?
Example:
Our logo for Davilor, a technology company, uses clean geometry and minimal typography to express precision and modernity. It fits their field perfectly.
3. Memorability
A great logo sticks in people’s minds. It’s distinctive enough to be remembered after just a quick glance.
Memorability often comes from a clever visual detail, a strong shape, or a unique twist that sets it apart without overcomplicating it.
Example:
The Sherbert Lemon logo itself is designed to be simple but striking. The circular lemon motif and bright accent colour create something you can recall easily, even out of context.
4. Versatility
A logo needs to work anywhere: printed in black and white, scaled down for social icons, embroidered on uniforms, or displayed on large signage.
If a logo only works in one place, it’s not a great logo. The best designs are adaptable and consistent, no matter how or where they appear.
Checklist for versatility:
- Does it work in one colour?
- Does it stay readable at small sizes?
- Does it look balanced in different orientations?
When we design at Sherbert Lemon, we always test logos across multiple applications before final approval to make sure they perform in every real-world setting.
5. Timelessness
Design trends come and go, but your logo should last. The best logos feel current but not trendy, relevant without being locked into a particular year or aesthetic.
A timeless logo can grow with your business for years without losing its impact.
Example:
Our branding for Tailored Creatives balances expressive energy with modern restraint. It feels fresh today but is built to last beyond short-term trends.
How to Know if Your Logo Works
Here’s a quick test we often share with clients:
- Can someone describe it after seeing it once?
- Does it still make sense in black and white?
- Would it look good on a pen, poster, or profile picture?
- Does it feel aligned with your values and tone?
“If you can say yes to all four, you’re on the right track.”
Final Thoughts: A Great Logo Builds Trust
A great logo doesn’t just represent your business, it builds credibility. It shows that you care about the details, understand your audience, and have a clear identity.
Whether you’re a start-up in Blackpool or an established business ready to refresh your image, investing in a thoughtful, well-crafted logo is one of the smartest moves you can make.
At Sherbert Lemon, we help brands create logos that are simple, distinctive, and built to last.
Explore our logo design work or get in touch to start building a brand that truly stands out.