Sagi Haviv has designed some of the most iconic logos on Earth--and that’s not an exaggeration. He’s designed logos for PBS, Chase, Mobil, Showtime, and National Geographic, just to name a few. Yep, this guy’s the real deal.

Oftentimes, people think a good logo is one that says a lot about the company, or is just really pretty. In this video, Sagi Haviv gives us the most definitive answer as to what makes a logo great. The fact is, a good logo should be three things:

1. Appropriate – logos should be appropriate in it's feeling. It doesn’t need to say a whole lot.
2. Distinctive & Memorable – It has to be unusual enough to persist in our mind. It should pass the "doodle test."
3. Simple – Logos are displayed across various mediums in many different sizes. It needs to be able to be produced in every pixel size. For this reason, a good logo is one that’s super, super simple.

When you strike the balance of these 3 things, you have a good logo.

So, what makes up a bad logo? If a logo is generic, or if it’s too complicated to be formatted in different pixel sizes, you’ve got yourself a bad logo.

Check out our full interview with Sagi here:

https://youtu.be/Fz-XGd8EX3U

‍Chermayeff & Geismar & Haviv is the brand design firm behind many of the world’s most recognizable trademarks. Since 1957, the firm has pioneered the modern movement of idea-driven graphic design across every discipline, specializing in brand identities, exhibitions, print and motion graphics, and art in architecture.https://www.cghnyc.com

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