Having a logo is essential to anyone wanting to promote themselves. However, designing one isn't as easy as it seems; there are many rules a designer has to follow in order to be effective.
A symbol is a mark without type, used to identify a brand. These are common because they are unique and easily processed and remembered. A logo is a word or phrase in type. These are also used to identify brands, but are more complex than a symbol. When used together, they are called combination marks.
I'm familiar with logo design, having previously tried it, but there are some things I hadn't thought of before reading about it. While symbols can be abstract, they shouldn't cross the line into unrecognizable shapes, otherwise they are difficult to remember. I often forget about negative space, but it is a valuable tool to use, especially when trying to create shapes without being too straightforward. The thing I found most interesting was that the flow and direction of shapes and space inside marks should always move up and to the right. This creates a sense of positivity and upward movement within the mark.
Designing in black and white or using only one color is by far the best thing to keep in mind. Beginning graphic designers forget this, and create products that rely on color to keep their effectiveness. A logo for a business that is just starting out must be able to be printed in minimal color, or the cost of printing will be too high. By adding color last, the mark will already have its impact, regardless of color.
Marks and logos are extremely important in our society. Even small children can recognize shapes and colors, and they can associate these with brands. In order to appeal to a consumer, a logo must be effective and simple, or the viewer will forget it.
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