Some opening thoughts...
The need for an own logo is usually already felt by most businesses when they start to look at their website, or at the latest when they start to look at their overall image. The prominence of the logo is no coincidence, as it can be used on so many surfaces, from the name badge to the website to company cars. The logo is not primarily an aesthetic issue (although it certainly has such an aspect as part of the image), but what is it, what are its written and unwritten rules and what are the things to look out for when designing or creating a logo?
What to look out for?
First and perhaps most importantly, the logo is one of the most important elements of the image, a communication tool that the user (customer) uses to identify the company in the future. Since this identification is its primary function, one of its most important characteristics is that it is unique (tailored to the company), so it makes no sense to choose a generic logo, because this is the uniqueness that will be missing. It is also a common misconception that the logo should refer to the scope of activity, but in reality most logos do not do this at all or only indirectly. But what is a good company logo that stands out from the crowd, but still conforms to professional standards and is aesthetically pleasing?
What makes a good logo?
As we have already seen from the first paragraph, the logo must be unique and customised. When designing, there are many technical aspects to consider, such as scalability, legibility, contrast, use of few colours and the list goes on. Always bear in mind that this is a communication element that should be able to be used on any size and surface, be it a business card or later a billboard. What works small may not work big and vice versa. So far we have covered the technical aspects, now let's move on to the message.
What do we want to communicate?
Every logo communicates something, whether we intended it to or not. The best we can do is to make sure that this message is completely consistent with our intentions, which is usually a positive message. It's important not to overdo it and communicate more than one message at a time, because then decoding and receiving it will be difficult. It is advisable to encode one or two messages in the graphic (if there are any), and to communicate them indirectly, by reference. Let's look at the logo of the IT consultation as an example.
The main profile of IT consulting is professional advice, which is essential without dialogue. If we don't understand the client and their needs, we cannot effectively help them with their problem, so consulting is inherently based on dialogue. So my message is dialogue, with a slight twist, yet with the perspective of dialogue bubbles that outline the outline of a laptop that is the vehicle for dialogue (given that most counselling takes place online). This way, the more attentive partner has already connected the two views of the motif and has taken in the message. If only the first half was done, the point was still made, after all, not many people notice the arrow pointing to the right in the FedEX logo.