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How to critique a logo like a pro - A step-by-step guide

How to critique a logo like a pro - A step-by-step guide

What is a Logo Critique?

Logo critique provides a critical analysis of an existing logo design, offering constructive advice on improving it and making it more effective. By critiquing a logo, you can help the designer refine their work and create a more successful brand identity.

Logo critique objectively assesses design elements such as composition, scale, color harmony, fonts, shapes, etc. It aims to shape a logo into something that reads well and is suitable for various applications. This process can also include offering ideas for alternate treatments or further testing to help ensure that the logo is successful in the market.

When performing a logo critique, it's essential to provide professional, honest, and supportive feedback. To be effective in helping the designer understand their choices and improve their work, consider incorporating best practices from professionals specializing in branding and graphic design.

These best practices include determining whether the logo fits with its intended message or purpose, identifying details that don't feel right, and assessing how well all components work together. To create an aesthetically pleasing whole and consider how it would act within various branding contexts. Awareness of other similar logos and brands within your industry will also help with providing valuable insight into your analysis.

When critiquing logos effectively, you should reinforce design principles that have stood the test while keeping modern conventions around layout or illustration techniques in mind. This goal should be achieved while respecting what makes each design unique – this could mean anything from typography settings to image size to hand-illustrated elements – as these will ultimately help set it apart from competitors within its niche.

Step-by-Step Guide

Doing a logo critique can be a great way to gain insight into a company's branding and identity and to help improve a logo's effectiveness. Here, we will provide a step-by-step guide to conducting a logo critique to get the most out of the process. Understanding the elements of a successful logo and identifying potential weaknesses can ensure that a logo meets the client's goals and objectives.

Consider the context

Start off your logo critique by considering the context of the logo. Where will it be seen? Who is the target audience? Taking a step back and considering the context of a logo can help you understand what kind of message or values the company or product is trying to convey.

Think about who has been tasked with crafting this logo, including any instructions that came along with it. Consider how much time and money was put towards creating the logo. Also, consider any feedback from stakeholders that may have been incorporated.

After considering the broader context and assessing the guidelines to create the logo, move on to looking at it from a design perspective.

Analyze the logo

Analyzing a logo can help determine if it's successful or needs work. Start by looking at the overall design and asking yourself questions like What's your first impression? Is it eye-catching? Does it communicate the company's message clearly and effectively? And Do the name and logo go well together? Next, break down the elements that make up the logo, such as color, shape, form, texture, font selection, proportion, and composition. Ask yourself questions about each element to determine if they work well together.

Once you have a better idea of how successful (or not) each individual element is in your analysis of the logo, look at how effective they are when working together as a whole. Are there distracting elements that take away from the emotion or message of the logo? Is there anything that is missing from the design? Does adding something else help clarify or enhance its meaning?

Finally, look at your overall impression of the logo — does it accurately represent what you think this company's mission is? Do you find any part confusing or too complex for its intended audience (customers)? Is there anything else that could be done to make this logo more successful in its purpose - to attract customers and provide branding recognition? With thorough analysis and thoughtful critique, you can help improve a logo's effectiveness in successfully conveying a company's message.

Analyze the typography

When critiquing a logo, your first port of call should be to analyze the typography. The choice of font, size, and color tells you something about the message contained in the logo. Look for examples of incorrect line lengths, kerning issues, or illegible fonts. If more than one font is used, consider how they work together in terms of overall design harmony. The choice of typography can significantly impact how easily readable the entire logo is, as well as its aesthetic appeal. Consider if the typeface is appropriate for the company or product being represented and if it accurately conveys its desired message.

Analyze the colors

The colors of a logo make up a vital part of its design. The chosen colors can enhance the message and meaning behind the logo or detract from it if the wrong ones are chosen. Analyzing a logo's colors is key to understanding why it might or might not be effective.

When evaluating the colors in a logo, you should consider three aspects:

  • Color theory: Looking at how the predictable psychological effects of each color might influence viewers' reactions.
  • Brand recognition: Colors can be used to firmly establish recognition amongst viewers.
  • Competition: Evaluating how well a logo stands out against the existing competition.

After looking into each of these aspects, you will have a better idea of how well-suited the selected color palette is and whether it enhances or detracts from the message conveyed by the logo.

Analyze the shapes

Analyzing the shapes used in the logo is one of the most critical steps in evaluating a logo. By examining the types of shapes used (geometric, abstract, etc.), you can better understand how the logo's visual elements combine to create its meaning.

Understanding how lines, points, and curves form patterns or images can help determine if these aesthetic components fit well together. Below is an example of some commonly used shapes and their potential meanings:

  • Geometric Shapes – stability, logic/reasoning
  • Organic Shapes – dynamic movements, growth
  • Abstract Shapes – representation rather than recreation
  • Repetitive Shapes – rhythm and harmony
  • Implied Shapes – suggestion rather than representation

By looking more closely at how the shapes of a logo come together (or don't), you can get a sense of whether or not it conveys its intended message clearly and effectively. Ultimately, this understanding will help you determine whether the design succeeds or fails in its purpose.

Analyze the message

Once you've completed an initial review of the logo's design elements, it's time to analyze its content and message. Consider how well the logo conveys the brand's identity, mission, and values. Does it accurately represent what the brand stands for? Does it make a solid first impression? How memorable and meaningful is it?

Another exciting aspect of analyzing logos is considering the title of the company or brand. Does the logo reflect or use elements of this title? Is there hidden symbolism that could better help promote or explain what they're all about? In some cases, brands are recognizable without any type — especially if we're talking logos with complex imagery.

A thorough analysis of a logo should include answer questions such as:

  • What feeling does this image evoke in viewers?
  • Is there any hidden meaning that could be extracted from its design elements?
  • Does this match current cultural trends or topics being discussed in society?
  • How visually distinct is this brand compared to its competitors/similar companies/contrasting genres?

Summarize feedback into key points & actionable steps

It's essential to be clear and concise when giving feedback on a logo. After all, you don't want to waste anyone's time or bombard them with unimportant details.

Some examples of how to structure your feedback:

  • The font choice may not be appropriate for the target audience or style of the company/brand - I feel like using a sans-serif font like "Open Sans" will match the logo better.
  • Color scheme could use some adjustment - consider lighter hues if it feels too intense or saturated for the particular design context (e.g., specific industries).
  • Layout can be improved for a more visually appealing design - consider the clarity of elements, spacing, use of whitespace, etc.
  • Logo might be too complex or difficult to decipher for specific viewers - simplify or make the visual hierarchy and composition more evident.


Once you have finished your analysis, be sure to pull everything together into a document or presentation that you can share with the logo's creator or anyone else who needs to see the results. Please include your thoughts on the design, why you think it succeeded or failed in its purpose, and any possible solutions you may have for making it even better.

In conclusion, it is essential to remember that logo critiques are part of any successful logo development project. This guide should give you an idea of critiquing a logo to ensure a practical evaluation.

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