As a Seedcamp VP from a design and product background, I’m regularly asked for hiring advice. Especially from folks who have had an open role for several weeks (sometimes even months), but haven’t been getting the quality or volume of candidates they’ve been hoping for. The first thing I usually do is ask to take a look at the job ad, as this is generally where the problem starts.
1. Recognisability and memorability
I think the first element is whether the logo (or elements there-of) are easily recognisable and (eventually) memorable as representing your company. It helps therefore if the logo is distinct and doesn’t look like too many other logos out there. Especially logos in your market space. A good test is to show your logo (or part their of) amongst a set of different logos (on a phone Home Screen for instance) and see how quickly people pick it out of the crowd.
2. Communicates your values
A good logo — and associated brand material — should communicate your values as a company. For instance, if you’re wanting to feel safe and secure (or fun and playful) people should reflect these terms back to you when describing your brand assets. Even better if the brand can also communicate what sort of company or market you’re in. To do this you can show people your logo who don’t know your company, and ask them what they think you do as a business. They may not get it spot on, but are the associations they come up with are likely to be illuminating.
3. Provides your design/marketing team with flexibility
You’re going to be producing a lot of assets over the coming years. Websites, banner ads, sales pitches, event marketing etc etc. Does your extended brand (colours, typography, supporting shapes, textures, illustrations and imagery) provide you with a broad enough pallet to use effectively? This is one of the main reasons why I see designers and marketing teams looking to refresh their brand. They’ve painted themselves into a corner with their existing brand language, and need more room to flex.