There are many misconceptions about what a good logo should look like.
Should it express what the company does? Should it look nice? Does everyone have to like it? Should it convey a bold statement?
To be strong, a logo has to focus on one central idea. In fact, a good logo has 3 main things going for it:
1. Simplicity: A simple shape. A basic mark. No decorations. This simplicity will help create a logo that not only stands out, but is consistent with all sizes, applications and platforms. Conceptually and visually, a simple logo makes a strong impact.
2. Appropriation: A good logo is an appropriate logo. This means that it adheres to the brand’s character and to the feeling it wishes to project.
3. Distinctiveness: One of the things that makes a logo memorable is its distinct flavor. We’ve all come across logos that are designed in ways we haven’t seen before. They’re special.
The logo design process is about reduction. We also include a bonus secret sauce that makes sure that it is unique and memorable. One of our basic rules is balance: A good logo should be functional, but also carry artistic value!