First impressions are extremely important and your company logo is is often the first chance you have to make an impression on a prospect.
1. A Logo should match your brand voice A logo is something that represents your brand; it should be something memorable that helps your audience relate it to the brand. Its colors and shapes are what people associate with your company. Is your company known for being traditional or conservative? Or are you in a creative field and you want to be known for out of the box thinking?
2. Your logo should relate to a tagline. Does your company have a tagline? Your logo should support or relate to your tagline or business name. Allstate Insurance, for instance, features an image of cupped hands and the tagline You’re In Good Hands. Would that be as strong of a brand statement is the logo did not support the words? Likely not.
3. A logo should also distinguish you from your competition. Don’t duplicate what everyone else is doing.
4. Do a size check. When considering logo design, opt for something simple rather than complex and a design that will carry over in the printing process. Think of size: an intricate logo with several different graphical elements might look great at a large size but shrunken down on a business card will become difficult to see.