Between AI-generated brands popping up overnight, Pinterest-fuelled aesthetics cycling faster than trends used to, and businesses showing up across more platforms than ever… the bar for a good logo has shifted.

Every second brand refresh is either going super minimal or throwing it back to early-2000s maximalism. But while trends come and go (looking at you, stretched serif fonts), the fundamentals of a good logo haven’t changed all that much. The perfect logo doesn’t just look good. It functions. It flexes. It feels like you.