There are four principles that make for a great logo design. A great logo must:
• follow solid basic design principles
• be functional
• represent the company
• be unique
The fundamentals include, but are not limited to space, colour, form, consistency, and clarity. It is recommended that a design professional have some influence on your logo, whether it be redesign or touching up, to ensure basic design principles are followed.
A great logo must have the ability to be printed or used in all of the contexts mentioned above and still represent the company effectively. A few things that are important when talking about functionality are the simplicity, scalability, colour, and depth. It’s important to the functionality of a logo that it’s not too intricate and that it doesn’t incorporate things like gradients or shadows as integral parts of the design.
A logo needs to represent the company it serves. This means that the style must be easily identified with the industry/product/service and must give a clear picture of what is being marketed.
Another important trait of good logos is the the ability to stand out against the crowd. Copied styled logos are destined to fail or be confusing to the consumer. Usually they will result in a loss in sales.