An easy path to a great logo

What makes a logo great?

I have worked with logos for so many years that all the usual arguments for why a logo is good or bad have been used so many times they start to sound like clichés.

Photo by Marcus Ganahl on Unsplash

I have worked on logos on my own, in teams, and closely with the company that wanted the logo or a remake of what they had— and I have made both good and bad logos.