At Graphic Magic, I don’t just design logos to “look nice.” I build them to work. A good logo is your visual handshake, your storefront, and your reputation, all in one. If your current logo doesn’t hold up to this list, it might be time to let me redesign it properly.

Here’s what every real logo needs:

1. Simplicity

A simple logo isn’t a lazy one. It often takes more thought to reduce an idea to its cleanest, smartest form. Simplicity is what makes a logo strong, adaptable, and instantly recognisable. It’s the reason iconic logos (like Nike, Apple, McDonald’s) are easy to draw from memory.

And simplicity has real-world benefits. Want to turn your logo into a vinyl sticker? Embroider it on a cap or shirt? Laser-cut it onto packaging? Simplicity makes all of that possible without losing clarity. The more complex the logo, the more headaches you’ll have down the line.

2. Memorability

If your logo looks like every second Canva template, it won’t stick. A memorable logo leaves a mental imprint, it’s got a unique shape, a clever twist, or a layout that just “clicks.” That’s what makes people recognise you the second they scroll past or drive by.

Think about your current logo: if someone saw it once on a business card, could they draw a rough version of it tomorrow? If not, there’s a problem.

3. Scalability

Your logo should work whether it’s the size of a button or a billboard. A lot of cheap or overcomplicated logos fall apart when shrunk down,  the text becomes unreadable, the icon turns to mush, and nothing feels professional anymore.

Want to test your logo? Here’s a quick trick:
Print it out at 3 cm wide. That’s about the size it would be on a business card or website footer.
If it still looks clear and clean at that size, great. If it turns into a blur or you can’t read the name… that’s a red flag.

4. Relevance

Your logo should match the tone of your brand. If you’re offering luxury, it should feel premium. If you’re in tech, it should feel smart and modern. The font, shape, and layout all send signals. When those signals don’t line up with what you do, people feel confused… and confused people don’t convert.

You only get one chance to make a good impression, so make sure your logo conveys the right message before you even open your mouth.

5. Versatility

A good logo isn’t fragile. It works in black and white, full colour, inverted, on dark backgrounds, on light backgrounds, on a screen, in print, and stitched onto fabric. If your current logo only looks good in one specific layout or colour combo, it’s holding you back.

When I design, I always give clients a flexible logo system: stacked, horizontal, icon-only, one-colour, so you’re covered no matter what the use case.

6. Timelessness

Trendy logos age fast. A good logo is like a tailored suit, classic, sharp, and still looking good years later. You don’t want to rebrand every two years because your logo suddenly feels dated or cringey. The more timeless it is, the more trust it builds over time.

Still holding onto a “cool” logo from 2015? It might be time to let go.

7. Originality

No globe icons. No swooshes. No clipart. A proper logo needs to feel custom, like it belongs only to you. Originality doesn’t mean wild or weird… it just means intentional. When I design, I always aim to find that one angle no one else has used. It’s how your brand becomes recognisable, not just “another one in the mix.”

If your current logo feels like it could work for five other businesses in your industry… it’s time to upgrade.

8. Strategy

A smart logo has meaning behind it, even if it’s subtle. Think of the arrow hidden in the FedEx logo. Or the bear hidden in the mountain of Toblerone (yes, go look, it’s there). These aren’t just cool tricks, they’re layers that make the logo feel clever, thought-through, and worth remembering.

Want a real-world example? I wrote a breakdown of the hidden elements and meanings in my own Graphic Magic logo, which you can read here:
www.graphicmagic.co.za/the-story-behind-the-logo/

That kind of thinking is baked into every logo I create. It’s not just about how it looks, but what it says.

9. Colour Variations

Your logo should be versatile enough to work in various colour formats. Having black, white, and grayscale versions ensures it maintains its impact across different mediums and backgrounds. For instance, a black logo might be ideal for light backgrounds, while a white version suits dark backgrounds. Grayscale versions can be useful for documents or materials where colour printing isn’t feasible. This adaptability ensures your brand remains consistent and recognisable, regardless of where or how your logo is displayed.

If you’re starting to see the cracks in your own logo, that’s actually a good thing.
It means you’re ready to level up.

Reach out and let’s design something smarter, clean, clever, and built with purpose.
www.graphicmagic.co.za/logo-design