"A logo says everything without saying a word." - A. Westgarth
A logo, if designed properly, should express a feeling of integrity, trust, pride and a host of other subconscious or subliminal, positive reactions. A new brand faces many challenges, among these are recognition and awareness, getting one's brand out into the market to compete with others and then there's retention, loyalty and pioneering - how long can that loyalty last? All these things and more go into crafting an effective logo, and it all begins with research about the company, that company's mission and culture, and its market(s).
When designing a logo, for the longest time, simplicity was key, and largely, that truism remains. However, today, effective logo design, I believe, goes deeper than simplicity. My process begins by posing several key questions, and I keep these questions in the forefront of my mind as I begin to draft the initial concepts. For example, how can I make the logo distinctive and memorable? What shape, color, and typography can I use to make the logo modern, yet timeless? What shape should I use so that it is scalable and adaptable? The above designs went through this same process and many have, so far, seen great successes.