Subjective and Objective Aspects of Logo Design: What Are You Really Paying For?

When you’re paying for a logo, there’s more going on than just slapping some shapes and colors together. You’re paying for a mix of subjective creativity and objective functionality — but here’s the thing — design is mostly subjective. If someone says a logo is “objectively bad,” they’re probably talking about it being so poorly executed that even a random person with no design experience can see the flaws. But if a logo looks decent and just doesn’t connect or make sense, it’s still “bad” in a different way.

The Subjective Side

Design is full of personal taste, and logos are no exception. Things like color choices, typography, and the overall style depend heavily on the designer’s intuition and the client’s personal preferences. Some designers like minimalism, others go for bold, intricate designs. The problem? What you love might be what someone else hates. This is where subjectivity comes in:

• Personal Style: Every designer has their own style, and sometimes that either clicks with a client or it doesn’t. You might get a slick, modern logo, but if your brand feels more traditional, it won’t land the way you hoped.
• Creative Interpretation: Designers take your brief and interpret it in their own creative way. This is a double-edged sword — what they create might not match what you envisioned in your head, and that can lead to frustration.

The Objective Side

Even though design is subjective, there are objective factors that every good logo should nail:

• Functionality: A logo needs to work everywhere — from business cards to billboards. If it falls apart when scaled up or down, or doesn’t look good in black and white, that’s a problem.
• Brand Alignment: A good logo should represent your brand and its values. A sleek tech startup needs a logo that fits that vibe — not something that looks like it was designed for a mom-and-pop bakery.
• Clarity: If the logo is too complex or confusing, no one will remember it. Simplicity and clarity go a long way in making a logo stick in people’s minds.

Client Risks

Because there’s so much subjectivity, clients face a few risks:

• Miscommunication: If you and the designer aren’t on the same page, you might end up with a logo that looks great but doesn’t match your brand at all.
• Revisions: Endless revisions can eat up time and budget, especially if the subjective vision isn’t clear from the get-go.
• Trendy vs. Timeless: Some logos follow design trends that fade fast. You might love it now, but in five years, it could feel outdated — forcing a rebrand.

“Objectively Bad” Logos

Now, let’s get real: When someone says a logo is “objectively bad,” it’s usually because the execution is just plain sloppy. We’re talking about logos with bad proportions, mismatched fonts, or weird spacing that anyone could look at and go, “Yeah, that looks off.” A logo can also be bad in a more subtle way: maybe it’s visually fine, but it doesn’t say anything about the brand. It’s just there — pretty but pointless. That’s still a fail, because a logo should be more than just decoration.

So, What Are You Paying For?

You’re paying for the dedication and expertise behind both the subjective and objective sides of the design. The subjective part involves creativity, personal flair, and aesthetic judgment, while the objective side focuses on making the logo functional and effective for your brand. A good designer balances both, delivering a logo that’s not only appealing but also strategic.

In short, you’re paying for more than a logo — you’re paying for a brand symbol that works across platforms and resonates with your audience. The best logo design practice nail that balance between art and utility, so don’t cheap out or rely on luck. A well-designed logo is a long-term investment in your brand’s future.