In no particular order.
- A design without unnecessary flare
- A design that will outlive me
- A design that conveys meaning through form
- The Ahhh! factor
- Colour follows form
- Readability at various sizes
- A design that represents the business or the brand
A logo is NOT an illustration, so lets leave the glowing effects, the drop shadows, the bevel effects, multi colours etc… for illustrations. A logo needs to be simple, to the point but clever.
Although design trends seem to change every year, it is important that a logo stands the test of time. A shiny web 2.0 logo may have been catchy last year, but this year it is considered amateurish. Although I keep an eye on new and old design trends, it is important that my designs work and keep working.
The final mark may be a iconic symbol or a play with text, either way it has to work with the brand.
Ever been in a situation, where you look at something and realize that there is something more to it and go Ahhh!
If the mark is not going to work in grayscale, it will not work in colour either. Every initial design that I create is strictly portrayed in black & white. After I am satisfied with it, I will bring it to life with colour (if necessary)
A logo may be used on a shirt or on a business card or at times on a billboard, no matter what size its being shown on it should be readable.
A logo design may be beautiful and mind blowing, but it is pointless unless it suits the particular brand.