The first thing we experience of a company with one of our 5 senses is the logo. A logo is essentially a QR code for our head, referring to all the information of that particular company in our head. It is not surprising that extensive R&Ds have to be performed before unveiling one.
As this article suggests, there are so many do’s and don’ts while thinking for logos. For me, a logo should essentially be a simple symmetric collage that should remind me of the company. We are bombarded with so many brandings everyday, it’s hard to distinguish one from them. Thus a logo easy to remember is a clear winner.
A logo does not necessarily need to send a direct message of its operations. It just needs to be a platform. Some firms go through drastic logo changes or jump for the trends, which just creates confusion.
Another thing companies should keep in mind is: Will the design fit into all advertising platforms? Some platforms require an enlarged version. Others (like facebook) need a square avatar. Thus it is strongly suggested to have a versatile logo and one that stays alive through the ages and the change in times.