“Certain logos just simply look like logos. They don’t look like shapes. They don’t look like symbols. They don’t look like marks. They have the “it” factor that just makes them read like a logo.
Any perfect logo should be one and to its own. There might be copy cats or derivatives but the original should stand out as being one of a kind.
Another potential aspect of a perfect logo is a union between the feeling or atmosphere of the aesthetics and the brand name itself.
In a world where hundreds of logos are continuously being perceived at a glance, the perfect logo should be instantaneously understandable and comprehended.
A perfect logo is able to draw from a client or company and express their values in visceral ways.
A perfect logo is one that should explain itself without any addition or supplement.” (99 Designs)
Design a Logo – Nathan Devine
The Logo Brainstorm Book – Jim Krause
“There are basically three kinds of logos. Font-based logos consist primarily of a type treatment.
Then there are logos that literally illustrate what a company does, such as when a house-painting company uses an illustration of a brush in its logo.
And finally, there are abstract graphic symbols-such as Nike’s swoosh-that become linked to a company’s brand.
Look at the logos of other businesses in your industry.
Focus on your message.
Make it clean and functional.
Your business name will affect your logo design.
Use your logo to illustrate your business’s key benefit.
Don’t use clip art.
Avoid trendy looks.” (Entrepreneur)