LOGO Essence

LOGO is not a pretty picture - it is a symbol carrier for brand recognition. Good LOGO: recognizable in 0.1s, understandable in 1s, clear at any size, works in black/white and any background.

Design Principles

Simplicity: Nike swoosh, Apple logo, McDonald M - all simple enough for a child to sketch. Uniqueness: Must differ from competitors. Adaptability: Works on business card, storefront, app icon, favicon equally well. Timelessness: Should last 10+ years without looking dated.

Common Mistakes

Stuffing everything into LOGO. Over-relying on effects (gradients, 3D, glow fail at small sizes). Assembling from stock art (no uniqueness, copyright risk). Designing for self not for target audience.