Your logo should reflect who you are. The main function of a logo is to create and reinforce company or brand identity.
A logo is a symbol that often includes a name, and sometimes a tagline. Logos should reflect the identity and the character of an organisation. Logos should give a hint of a company's style and attitude, and the qualities it wants to be associated with.
Your logo should stand out from the crowd
A logo should be distinct, easily recognisable as yours, and memorable. Logos can generate instant recognition of a distinctive brand, positive or negative. Effective logos make it easier to build a brand when they convey the unique attributes of the organisation they represent in an original way.
Distinctive logos build loyalty
Few brands with nondescript logos are household names; conversely, a great logo is only one of the building blocks for success. Great logos can take on a life of their own in the sense that some people love stickers and others wear T-shirts sporting the logo. Logos like that not only create free advertising - they create binding loyalty in the people doing the advertising.
Your logo reinforces what you stand for
It makes a promise about your company or brand to your customers and prospects. It can be a guiding light (along with the tagline) in times of uncertainty. Like a coin, a logo (and a tagline) has two faces: one turned to the market, the other turned to your employees. A great logo is a bonding agent for employees that can engender pride and a sense of belonging. They too can become devoted champions when they talk to people outside your organisation.
Great logos stand the test of time
Smart companies don't change their logos on a whim since they understand the vital importance of clear and consistent branding. A few long-established companies have never changed their logos, and some have become priceless assets. Against a backdrop of increasing sameness, they've simply grown more distinctive.
Others had to be modernised, but only once or twice over many decades. There is a time in a company's life when a logo change is needed, but that decision is often postponed until it becomes too difficult and too costly to make the change.
Non-descript logos
Boring logos are the norm, it seems, even among large companies. In many cases, they miss the opportunity to make the logo more distinctive with a strong tagline, or at least give us a hint about the nature of the business.
Logos can be hard workers
You'll want to use your logo in different situations and across various media, from your website to ad campaigns to business cards and letterheads to presentations and packaging.
This is where an adaptable logo pays off, one that looks at home in a variety of settings.
The challenge
It's not as hard as you think to come up with a good, fresh logo, nor does it take millions of dollars. This is creative work, and more money can't buy more creativity. It's about a sharp mind in the right groove, an eye that sees possibilities and an artistic hand.
Summary
Graphic designers are many and often very talented. The better they're briefed, the more likely they'll create the right logo for your business. Start with getting the basics right, understand what makes your business different, and work out how to reflect your special attributes in the brand, the tagline and the logo.
Once the key principles are clear, the graphics will follow.
Read the article 'The Dos And Don'ts Of Branding - A Minefield Of Names'
Read the article 'The Dos And Don'ts Of Branding - Taglines And Fault Lines'
Read the article 'The Dos And Don'ts Of Branding - Art Versus Process'