Logos are the centerpiece of a company's brand. People are exposed to way too many concepts and ideas on a daily basis to remember them all. So our minds organize all of that information into categories. Your company's logo should be the symbol for everything that your company represents. When a customer sees your logo , they should be able to quickly connect with what it is you do. However, it is all too common to find companies that either do not have a logo or do not put their logo on all of their promotional and advertising materials.

If you are a company that does not have a logo or are thinking about redesigning your logo, there are a number of important points to remember. Since your logo will become the centerpiece of your brand, it is worth taking the time to understand a little bit more about what makes a good logo.

Simplicity

Complicated logos are counterproductive to the concept of categories that we discussed earlier. You want a single, simple visual image to which your customer can relate all other facts about your company. Complicated logos can be difficult to distinguish visually at a distance or when the logo is printed in a small size. Make sure your logo includes simple shapes so the customer can recognize it easily.

Colors

Your logo will often be printed across many different mediums. Some of these mediums will facilitate lots of different colors, but often your logo will be printed in black and white. With this understanding in mind, the fewer colors that you use in your logo the better. A two color logo is ideal, but you can sometimes get away with a four color logo. Just remember, your logo will be reproduced on lots of different types of promotional materials, so make sure that it is easily recognizable in full color or black and white.

Omit the tagline

Your logo should not include your company tagline. It is fine to include the tagline whenever is possible, but your official logo does not need it. The reason for this is simple, because ifyour logo will often be printed in small sizes, the tagline will often be illegible. It is better to have the option to include a tagline when it is feasible, but not be required to have it all the time.