Start with your brand
When deciding on a logo, consider your brand first. Know
who your clients are and what they want from you. Know what you want from your
clients. Do research and think hard about your company’s mission.
Once you’ve more clearly defined your purpose then you can ensure
your logo effectively represents that brand.
The more lines, shapes, stories, colors, and fonts you have in your logo, the
more provincial you look. If being provincial is part of your brand, then feel
free to break this rule. Otherwise, less is more. Remember your logo isn’t the
whole story, it’s a single unifying thought.
Try to limit your logo to a single font. Two is fine if your tagline is part
of your logo. Three is just wrong regardless of your size. Go for solid colors
over gradients. Gradients never print well and almost always look amateur.
Don't Overly Complex Your Design
Highly detailed designs don’t scale well when printed or viewed in smaller
When printed in small sizes, a complex design will lose detail and in some
cases will look like a smudge or, worse, a mistake. The more detail a logo has,
the more information the viewer has to process. A logo should be memorable, and
one of the best ways to make it memorable is to keep things simple. Look at the
corporate identities of Nike, McDonald’s and Apple. Each company has a very
simple icon that can easily be reproduced at any size.
Shoot for ten times your size
If you’re a million-dollar-a-year company, your logo should be as strong, or
stronger, than your ten-million-dollar-a-year competitor.
Don’t worry about what the other million-dollar-a-year companies are doing in
your space. Follow the advice of dressing for the job you want, and choose your logo
for the multi-billion dollar capitalist success story you know you are.