Even though, we already recommended hiring a graphic designer, you still should know the basics of what makes a good design so you may be able to judge properly. There are few things that frustrate a graphic designer more than a client saying: “I don’t like it, but I can’t say why. Change it.”
Keep it simple. A straightforward design is easy to understand and easy to remember.
Keep the colours in mind. While the logo needs to work in black and white, colours are just as important because they (subconsciously) communicate the values of your brand. Also keep in mind that these need to work in digital and on physical, some web colours can’t be printed and vice versa.
Be creative. It should go without saying, but logos need to be unique if they want to stand out from the rest. We live in a world saturated by brands, so any steps that might be taken to differentiate your brand from the rest are welcome.
Be original. Again, obvious, but it still needs to be stated because more often than it should, people want to copy other logos. This is counterproductive in more ways than one. The first one being that you don’t want your products to be confused with someone else’s.
Draw on paper. Sketch! Even if you don’t know how to draw, grab a pencil and start doodling what you have in your head. Trust me, the designer will appreciate it as it will make it a lot easier for him or her to bring to life what you want.
Use a geometric shape as a starting point. Most logos are based in a circle, triangle, square or rectangle. The first three tend to be more comfortable as they can be placed almost anywhere.
Complicate it. We already stated it, but it’s worth repeating. A convoluted design is hard to replicate. Although, there is always an exception to the rule.
Be inspired by flimsy trends. Fads come and go — pretty quickly. It might seem like a good idea, at first, but in a couple of years when everyone has moved on, your logo is going to look pretty outdated.
Rush it. A good logo can take weeks and even months to be produced. Don’t rush the process! Or you might end up with a half-baked idea. Remember this is the icon that will (hopefully) represent you for many years to come.
Redesign your logo. If you get tired of it, don’t change it. Not just yet. It takes a while for people to relate a brand to a symbol so if you redesign it very often, you may run the risk of confusing potential customers.