Uniqueness. This is what will make your logo stand out among the rest. And, by the way, it doesn't have to reflect the whole essence of the company. There are many of successful examples of brands whose logo has nothing to do with the company's The most famous of them is the Apple logo.

What should the logo look like?

The logo should take into account the target audience. For example: a decorative font is not suitable for a bank logo, but it will complement the logo of a children's entertainment center.

Another rule of a good logo is readability. Excessive detail in a logo makes it difficult to reproduce it on different media. media; logos with a lot of details at a reduced scale look like a shapeless blur.

A high-quality logo looks good in any size, as well as in black and white. also in black and white.

Memorability is the key task of a logo. A memorable logo should be unique. Various clichés should be avoided, such as coffee beans for a coffee shop logo and cakes for a pastry shop... as well as similar stock images.

A good logo is timeless. Trends come and go, and what was fashionable today will lose its relevance tomorrow. Trendy logos are suitable for a short period of time, for example, for events. To make a logo look good even after decades, you should give preference to to give preference to simple colors and shapes.