A companies advertising and promotional efforts should be centered around brand image. A logo represents that image without saying anything. Its an extension of the brand and should merit its qualities

It is an identity, a visual representation of a company or service. Your logo is the first thing a prospective client will see and learn to recognise and it is important it conveys the right message.

Your logo should be unique, that is the first stage in building a recognisable brand identity (if there is not already one present). If there is a brand DNA already in place, it should be approached carefully so that it does not clash or extinguish that DNA, it becomes a logo evolution.

Colour symbolism is very important and it can vary with different cultures. There are also other things to consider such as

• Colour Theory
  
• Printing (where will it be printed, on what medium?)
  
• Reproducibility
  
• Reversals
  
• Typeface Selection
  
• Size ( e.g. If it is to be used on small objects, it should be simple)

Those are just a few of the things that need to be considered before pen touches paper to rough out sketches and ideas.

The process of designing a logo is not as simple as many think, and if it is, your logo may not be as effective as you think.