What Makes a Good Logo Design?

If you’re a small or mid-sized business owner, chances are your current logo was created quickly—maybe in Canva—just to get things rolling. But as your business grows, your branding needs to grow with it. Your logo is often the first impression people have of your business. Is it saying what you want it to say?

At Sunela Creative, we help businesses rethink rushed logos and turn them into meaningful, flexible brand assets that grow with you. Whether you’re starting from scratch or revamping what you’ve got, a good logo is the foundation of a strong visual identity. But what makes a good logo? Let’s break it down.

A Logo Should Be Vector-Based, Not Raster

One of the most common issues we see with DIY or outdated logos is that they’re raster-based (think JPG or PNG files). Raster images are made up of pixels, which means they become blurry when enlarged. That’s not ideal when you want your logo on a billboard or a t-shirt.

A professional logo should always be designed in vector format—created in programs like Adobe Illustrator—so it can scale to any size without losing quality. Whether it’s printed on a business card or a building, your logo should stay crisp and clear.

Scalability is Non-Negotiable

Scalability means your logo works just as well at 1 inch tall as it does at 10 feet tall. That requires clean lines, strong shapes, and clear contrast. Too much detail gets lost at small sizes, while overly simple logos can feel generic. The best logos find a balance.

Simple in Form, Deep in Concept

A strong logo might look simple, but don’t mistake simplicity for laziness. Good logos are intentional. The design should reflect your business’s personality, mission, and values, all without being overly complicated.

One of our clients, Alyssa Okun, owner of Brain Body Synergy Physical Therapy, put it this way:

“Erin was able to instantly identify what was and was not working with my current logo, and create a beautiful new logo that is not only visually compelling, but also very much embodies the essence of my business and my own personality.”

That’s the sweet spot: visual clarity with meaningful depth.

The Right File Types Matter

When we deliver a logo package at Sunela Creative, we make sure you’re covered for every use case. Here’s what you should receive from your designer:

For Web Use:

  • JPG – Great for online use where background transparency isn’t needed.

  • PNG – Ideal for websites and digital use when you need a transparent background.

  • SVG – A scalable, lightweight file format perfect for web and digital use.

For Print and Production:

  • AI (Adobe Illustrator) – The original vector file; fully editable and scalable.

  • EPS – A versatile vector file that printers love.

  • PDF – Easy to view and print, while still retaining vector qualities.

If you only have a JPG of your logo, it’s time for an upgrade.

Don’t Skip the Style Guide

Your logo is just the beginning. A style guide ensures your branding stays consistent no matter who’s using it. It outlines:

  • Logo variations (full color, black and white, icon-only)

  • Brand colors (with exact codes for print and digital)

  • Typography

  • Clear space and usage rules

This consistency builds trust and recognition over time—and saves you from constant guesswork.

Ready for a Logo That Actually Works?

At Sunela Creative, we collaborate with business owners to rethink their visual branding—whether that means refining what’s already there or starting fresh with intention. If your current logo isn’t pulling its weight, let’s talk. You deserve a logo that works hard, looks great, and tells your story.