10 Ways Your Logo Should Excel
- Enduring. Design for staying power. Use the classics; avoid trendy fonts and colors.
- Distinctive. Your design should stand apart from the crowd.
- Sophisticated. Simplicity reigns. Crowding is not an option.
- Conceptual. There’s a hidden message in there (like the hidden arrow in the Fedex logo). Show there’s some thought behind the design. Smart logos suggest smart companies.
- Relevant. The design is relevant to your industry, but not a cliche.
- Versatile. The logo needs to work effectively on all applications.
- Cohesive. Avoid a clutter of elements, especially if they are tangential to the main one.
- Attractive. Not wince-inducing.
- Legible. The design should be clear and readable.
- Memorable. Avoid falling into cliches. That means no lumberjacks, unless it’s a fresh application.
