Keep It Simple Enough to Remember
The most recognisable logos are simple enough to describe from memory. Before finalising a design, ask if someone could sketch a rough version after seeing it once.
Design for Small Sizes First
Your logo needs to work as a tiny app icon or embroidered patch, not just a large banner. Test legibility at small sizes early in the process.
Choose Colours With Purpose
Colour carries meaning and should reflect your brand's personality and industry norms — while still standing out from direct competitors.
Avoid Trend-Chasing
A logo is a long-term asset. Chasing the latest visual trend risks looking dated within a couple of years; aim for a mark with staying power instead.
Get It in Vector Format
Always request your final logo in vector formats (AI, EPS, SVG) so it can be resized for any use — from a business card to a shopfront sign — without losing quality.