A Great Logo is developed to stand out from all the clutter of the competition. It needs to deliver a clear message of uniqueness & individuality while portraying what the company does and what it stands for. It needs to do all of that in a clean, visually-appealing mark that can withstand the test of time. It must convey a big message in a very small space.
The best logos are striking and symbolic while using shape and color as their main communication tools. The message it conveys must fit in with the entire brand. Logos are not the brand, they do however, play the leading role.
