The Narrative is in the Eye of the Logo's Beholder

This week I met with a CEO about a new brand they are launching. We spent a lot of time discussing the logo design. Much like picking out your best matching clothes to look your best, your brands logo is equal to your companies outfit. Your logo is a part of how consumers see and feel about you, and ultimately connect with your brand. You probably wouldn't pass your clothing options around the office and say "hey what's best?". Don't treat your brand any different. Put some thought into these rules first. Get a short list then get feedback.

A few take-a-way brand logo must do's:

1) Scale to size - Make sure logos are readable small, medium or big. (very important)

2) Many Shades - Make sure it works with color inversion. Ie, when on different color backgrounds. This will happen for sure. Validate they are easily inverted to reverse color. (versatile)

3)Keep Simple - Simple logos can be read from a distance, easy to read, and keep thoughts calm. (Kind of like number one, but the simple read important too).

4)Make it Memorable - with simple comes memorable. Goes along with point 3 above.  

5) Colors of an Industry - Match with the colors or the industry to bring closer to "relevance" of the audience.