The 7 rules of thumb

Simplicity Always keep the logo as simple as possible. Think about how your logo will look when down scaled, or how it would look on distance. Think of passengers travelling on a bus, getting a quick glance of a billboard with your logo. Is your logo simple enough so they can recognize it instantly and even remember it?

Make it relevant.The logo should be appropriate for the business it identifies. For international business, a humorous logo is not preferred, different countries have different cultures, what is funny in one country, could be a death sin in another.

Don’t follow the fashion. Fashion comes and goes like the wind; a logo is supposed to stay more or less untouched for decades. Don’t get a fashionable logo which will be outdated overnight.

Think small. Your logo should work in all sized without loss of details, so that it can be put to use for many different applications. If you go to the extreme, how does your logo look on a zipper? Or as a favicon on your website (the small icon in your browser).

Colours Colours are not the first design element for a well-designed logo. It is important that a logo looks good in black and white as well as in colours. For example, if you create a logo which consists of bands of colours that all have the same value, when you convert that logo to black and white, much of the impact will be lost. When colours are added, don’t use too many. A logo print on a t-shirt, poster or business card in 5-6 colours can be pricey. More colours can mean more difficulty in recognition from a distance.

File formateAlways be sure you get the logo in all three of these essential file formats: EPS for printing, JPG and GIF for your website.

Don’t change or alter your logo. If you need to reduce or enlarge it, do it properly and keep it in the right proportion. A well designed logo is supposed to last for 10-15 years. According to many graphic designers in the industry, it is good news if you are starting to get tired of it, because that’s usually about the time it’s starting to make an impression on everyone else!