Your logo should;
• attract the attention of your target audience
• look better than your competitor’s logo
• be available in a vector graphic (line not bitmap)
• have an element which can be represented clearly at 16×16 pixels (favicon)
• be distinctive and easy to remember.
Things to think about:
The logo is one part of your branding. You also have to consider the style of a range of communication tools used with your logo.
The logo usage needs some thought, for example its size and position on posters.
Your logo does not have to literally display an image of what you do, you can just use text without a symbol.
• Will it work in mono (rubber stamp, cut-out or photocopy)?
• What colours work well together and are visible on black or white?
• It it too long or tall?
• Is it readable?
• Is it too complicated or wordy?
• In research do a range of people think it will look right for the product or service?
