1 ) Simplicity.
A simple logo allows for easy recognition and it will be memorable. Think NIKE, with just a line form.
2 ) Positions.
How you position the logo should be appropriate for its intended purpose.
Give it space, try some positions and different areas. Work with the rule of thirds, it can help.
3 ) Timeless.
An effective logo should endure the test of time. The logo should be 'future proof', meaning that it should still be effective in 50+ years time.
Always think what the future can be like, let your creativity go wild.
4 ) Originality.
An effective logo should be able to work across a variety of mediums and applications.
What I like to do is compare my designs against a well known company their logo.
5 ) 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.
6 ) Color.
Really important! What will it look like in black white and why are big companies having the same colors?
Red from Coca-Cola or Mc Donalds is the same. Did you noticed it?
Why bancs use blue, white, orange and so on?
Google it on http://www.google.com > colors companies.
Check out this nice one: https://brandcolors.net/
How to design a good logo?
1 ) Design brief.
Do a questionnaire or interview with the client to get the design brief and what they would like to approach.
2 ) Research.
Conduct research focused on the industry itself, its history, and its competitors.
A good logo needs to compete and should be better then its competitors.
3 ) Reference.
Find logo designs that have been successful and current styles and trends that are related to the design brief.
Why they use a symbol and what it means for example.
4 ) Sketching and conceptualising.
Develop the logo concepts around the brief and research. Personally I like to design and draw on paper first.
Things that look great on paper are better when you digitalise the design.
5 ) Reflection.
Take breaks throughout the design process. This allows your ideas to mature and lets you get renewed enthusiasm.
Receive feedback. Don’t be afraid to fail.
Many options for a client will give you more feedback wich will help you in the design process.
6 ) Presentation.
Choose to present only a select few logos to the client or a whole collection.
Get feedback and repeat until completed.
I usually present 5 or 4, depends on the quality and feeling I have with them.
Creating a logo isn't just about creating a pretty visual. What you're doing, or taking part in, is developing a brand and communicating a position.
It makes sense, then, that the first step in creating a logo should be to research these concepts as I wrote above.
Involving the client at this early stage is advised, enough communication and feedback will result in a top notch logo.
We also used the logo for their video on vimeo.