Insights | Article
3 Principles of Logo Design
How Zarura Approaches Brand Identity Design
By John Murinye
We see logo design as more, than an artistic or technical task.
We see logo design as: the distillation of identity. Behind every mark we create is a rigorous process of uncovering, clarifying, and shaping what a brand truly stands for.
Still, over time, we’ve come to rely on three enduring principles. They’re not rules in the rigid sense — but they’ve become a compass. Especially when it’s time to edit, refine, and eliminate what doesn’t belong.
These are the principles we hold every mark to:
- A Good Logo is Simple
- A Good Logo is Own-able
- A Good Logo is Enduring
Throughout this article, we’ve included select examples from our work with Bible Society Ireland — a recent brand identity engagement that demonstrates how a good logo system scales, adapts, and endures.
1. A Good Logo is Simple.
Simplicity is often misunderstood as minimalism. For us, simplicity is about clarity. A good logo should work on a billboard and on a pen. It should scale, adapt, and still hold its essence.
But more than that — simplicity resonates.
Our brains are wired to process clear, consistent forms. A simple logo becomes easier to remember, easier to trust, and ultimately, easier to build equity around.
At Zarura, simplicity is not where we begin — it’s often where we end. We allow for complexity in the exploration phase, knowing full well that simplicity is what brings coherence and longevity.
2. A Good Logo is Own-able.
Own-ability is about distinction — but not just for its own sake.
A good logo should feel right for the brand it represents, and wrong for anyone else. It should act as a vessel — capable of carrying the brand’s deeper story, beliefs, and culture over time.
When we say “own-able,” we mean a mark that doesn’t feel borrowed or trend-led. We mean a symbol that, given the right stewardship, becomes inseparable from the brand it represents. The kind of mark someone would wear, not because it’s fashionable — but because it means something.
3. A Good Logo is Enduring.
We don’t design for what’s popular now. We design for the next decade. That’s why the principle of endurance is so tightly connected to simplicity and own-ability.
An enduring logo doesn’t need constant redesign. It grows with the brand, holds its shape through evolution, and retains its essence even when expressed in new contexts or platforms.
This is especially critical in a world where businesses scale fast, and markets shift overnight. Enduring logos give brands room to grow without losing themselves.
The Underlying Process
Our design process is open by nature. We start wide, exploring freely, often going beyond what a client might expect. But behind the creative freedom is a clear strategic foundation: our understanding of the brand’s identity, audience, and ambitions — all shaped by our Brand Operating System (BOS), a strategic framework that anchors every visual decision in business clarity.
These three principles: simple, own-able, enduring — aren’t a checklist. They’re a filter. A way to return to what matters. To separate what simply looks good from what actually serves the brand.
They’ve been shaped by over 15 years of work — from emerging startups to global brands like Meta. And every time we return to them, they hold.
That’s how we know they work.