The Logo Design should be COMPATIBLE with your industry. If you are in an industry like financial or legal, you will probably want a logo design that is conservative. If you are an artist or a state-of-the-art computer company, you may want a logo design that is more abstract and contemporary. Shapes and symbols are good choices for an abstract look.

The Logo Design should be SIMPLE. The simpler your logo is, the easier it will be to resize and recolor it for various design purposes. You should have various logo sizes (small, medium, and large), a web version and a print version of your logo, and a black-and-white and color version.

The Logo Design should be UNIQUE. Your logo is the visual representation of your business. You do not want your logo design to be associated to no one else, but you.

The Logo should always work in one colour so that, where necessary, it can be used in its simplest form. It should also be rescalable, so it can be used small or large without losing definition or readability. If the brand identity consists of two colours, the logo can be developed to reflect this.

The Logo must encompass the various aspects of a company – its product, principles, aims and ethics – and trigger an emotive response. It often needs to do
this in a single glance. Taking an abstract approach (rather than a literal one) to the final image is crucial to achieve this result.

Often a key ingredient of Logo Design is a s bespoke typeface. An individual typeface means that it will not be compromised by clashing with, or relating to, another identity. This can be applied to letterforms used within the logo and more broadly to identity work that demands a copy face and family.