- The logo should be simple.
Simplicity is – and always has been– the underlying principle of a successful logo design. The simpler the logo, the easier it will be for the audience to understand the projected message, and identify it for next time.
- The logo should be timeless.
A business needs a logo that will stand the test of time. It should work in 5, 10, 20 years time. All the components of a logo should be able to sync with contemporary trends while maintaining the business’s core identity. eg. Shell’s logo.
- The logo should be creative.
Logos that etch into your memory are the ones that strike you in a certain way. From color to design to typography– building creativity into the logo design will ensure that it remains memorable.
- The logo should be readable.
A good logo is always readable. It should deliver the brand’s motives explicitly and do so at any size, either large or small.
- The logo should be adaptive.
Flexibility is the key when it comes to creating an adaptive logo. Whether the logo is in color, black & white, the logo needs to be adaptive for each context.
- The logo should be responsive.
No matter how much you scale it, a logo should always give you the same impression and feeling. This means that you should have different versions of your logo, for different contexts. eg. your logo should work on a billboard, or as a Favicon. See here for guide to responsive logos.
- The logo should be unique.
Uniqueness is what defines a logo. It is your brand’s mark and it should define you and set you apart from your competitors. A unique logo is the symbol of your authenticity and what you stand for.
- The logo should be relevant.
The most important aspect of designing a logo is that it should bear a connection with your brand. e.g. a toy store’s logo would be vastly different to that of a law firm.
- The logo should be clever.
A clever logo portrays something unique and memorable into it. Creative use of negative space, a unique style or simply, the right typeface can make the logo clever.
- The logo should be professional.
A professional logo should convey the brand’s values and be executed with precision. All the features and components should be aligned in harmony.