The logo is basic and the most important element of the visual identity.Well designed should stay in use for years and guarant both uniqueness and recognition. What to focus on to make it really effective in reception?

Simplicity

Like the great logo designer said: “A designer knows he has achieved perfection not when there is nothing left to add but when there is nothing left to take away.” This approach primarily ensures easiness in brand recognizing. The simple form of the logo also guarantees that it will look good when scaled to larger and smaller sizes, on various materials, as well as in black and white. The suggested maximum number of colors used for the project is four and a maximum number of fonts is two.

Adequacy

A well-designed logo is associated with the essence of brand and also harmonizes with its philosophy. Graphic message should be clear and unambiguous for the client. Not only the subject of the logo is important but also the form of its presentation. There should be a difference between the associations that come to mind when we see the visual identification of a children’s dance school and government organization. Color and even color psychology plays an important role as well as a selection of font combinations.

Timelessness

Trends aside. Assuming that the brand will prosper for years the logo should be used as long as possible in an unchanged form. This plays an important role in the process of building the trust of customers who can associate visual recognition with brand stability on the market. Of course even the biggest companies decide to refresh their logo but it often depends on transformation in global market or inside the company and then whole rebranding process draw attention to those changes.