Oftentimes when presenting new logo concepts to a client, they will ask us "How do we choose the right one?" Logo design tends to be very subjective. However, your brand, especially your logo, is an asset that impacts your bottom-line. It should be chosen strategically, not subjectively.
5 things to keep in mind when choosing a new logo.
Is the brand name clear and legible?
The first and foremost requirement for your new logo is to communicate your company's name to your audiences. If the type in the logo is disproportionately small, has thin and brittle stroke weights, is "over-designed" with graphic elements that impede legibility, or is reproduced in light colors that have low-contrast with the background, then it is probably not the best candidate for the job.
Is there an element of "tell me more"?
Your logo should visually communicate aspects about your brand story, but also leave you wanting to know more. This helps to make your brand engaging and more memorable.
Is the color signal, type, and iconography distinct from competitive brands in the industry?
There is a reason why Coke uses red and Pepsi uses blue. The visual attributes of your logo should distinguish your logo from the competition.
The best design will be a little uncomfortable the first time you see it.
Like fine wine, a good logo needs time to breathe a bit. If you are immediately comfortable with a logo the first time you see it, that means it's familiar and not very unique. That’s not a good quality when you want your brand to be memorable.
Avoid design by committee.
The quickest way to derail your decision-making process and get bogged down in costly rounds of revisions is to show your new logo options to a variety of people and ask for their opinion. When you do that, you open up the door to a plethora of comments that are subjective, not strategic. The tendency is to then try and incorporate all those opinions into the design, or what we call "design by committee". It would be like asking 10 people what toppings they like on their ice cream, and then making one sundae with everybody's toppings on it. You might think you're making something that everyone will like, but you're really just making a mess.