The elements of a good logo versus a great logo are:
- Color. Good has color. Great has a simple color, one or two primary colors. Pastels may be pleasing and work for a good logo. Great logos have color with depth. A great logo needs a color that stands out.
- Art. A good logo has an art element that is attractive. A great logo has an art element that is attractive and easy to draw. If a kindergarten student can draw it well enough to be recognized, that is great logo art.
- A short name. This is not an absolute, but it helps. The Mickey Mouse head has no words. Everyone knows what it is. Several of the top 10 logos have the company name. Coca-Cola is again the longest and most complex. The Federal Express logo, written FedEx, shortens the name to fit. Keeping embedded names to four syllables or less is ideal.