* Be unique and clever
A logo is what helps distinguish a brand from its competitors, so it’s important that the image stands out from the rest — something many brands struggle with. “What’s important is to create something that you believe is different from anything already out there”
* Understand the brand
Yes, a logo is an image, but it’s also an introduction to a brand. The logo must reach a specific audience and when designing, you must keep this in mind ; perhaps even create a mood board with imagery that reminds you of the brand’s ideology
* Color is key
When taking the brand’s personality into account, you have to think about every aspect of the image. Bright and bold colors may grab someone’s attention, but could also seem brash; muted tones exude sophistication, but could be overlooked. Every color has a different implication and can bring nuance to your message
* Keep it easy and flexible
It’s important to have a balanced combination of simple and quirky — you want your logo to be interesting, but you don’t want someone to have to sit and stare.