How to ... design a logo
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A logo must be simple. A simple logo allows for easy recognition and allows the logo to be versatile and memorable. Effective logos feature something unexpected or unique without being overdrawn.
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A logo must be memorable. Following closely behind the principle of simplicity is that of memorability. An effective logo should be memorable and this is achieved by having a simple yet appropriate logo.
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A logo must be enduring. An effective logo should endure the test of time. The logo should be 'future proof', meaning that it should still be effective in 10, 20, 50+ years time.
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A logo must be versatile. An effective logo should be able to work across a variety of mediums and applications.
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A logo must be appropriate. How you position the logo should be appropriate for its intended purpose.
look at my Pinterest for some visual research
https://uk.pinterest.com/annasolcova39/animal-shelter/
By knowing what other brands have succeeded in and why they have succeeded gives you great insight and you can apply that attained knowledge to your own work. For example, the classic Nike Swoosh. This logo was created by Caroline Davidson in 1971 and it's a great example of a strong, memorable logo, being effective without colour and easily scalable.
Not only is it simple, fluid and fast but it also has related symbolism; it represents the wing in the famous statue of the Greek Goddess of Victory, Nike, which is a perfect figure for a sporting apparel business.
