These 3 Things Make A Great Logo
Shape
The shape should align with your goals. Do you want to be a nobody with the same boring business logo? Make another swish or whoosh-shaped logo! Do you want to standout? Use a star or another powerful shape as a template for your logo's final shape. A monkey laying against a tree looking at the moon could be a scene entirely fit into the shape of a star without ever using a star in the logo. Use your imagination.
Texture
Do you have a surfing business, a fruit smoothy stand, or an industrial application? Ocean spray or the concept of quick movement could be a hugely important texture to include for surfing compared to bold and liquid paint colors in a fruit smoothy logo or bold shapes and clear meaning for an industrial application. Texture will help close the gap between the story told by your logo and the business' goals. People will derive meaning from and memorize logos they can admire. When the services match or exceed the logo then the business is on a clear path to economic security aka buried in high workloads from satisfactory and high work output. A business' true strength and tenacity can be conveyed thru a logo's texture.
White-Space
So much of professional website design is dependent on what was not included in code or visual design. A shape can tell a story by the amount of white-space between the contours of the logo.
Less Is More
This adage stands the test of time. Unprofessional teams will focus on quantity and not quality. What the Nike-check taught us is that a singular shape can launch and sustain an empire. Too many bad logos include too many objects and shapes and lines and colors. The logo should include three colors and not few contours and texture, if any at all, to strike a chord with as many first impressions as possible.
Vision Board
Anyone involved in the logo design process should at a minimum build a vision board to help guide the branding process.
A picture speaks a thousand words.
By using a vision board of one hundred photos we are using one hundred thousand words to produce a logo that can only say one thousand words. A vision board can undergo revision and be made stronger to strengthen our mind into what we really want to squeeze out of the logo design process. Rapid iterations of rought draft logo designs will further aid the discovery process and lead to concrete results satisfying the client and design team.