An effective logo design should be memorable and this is achieved by having a simple, yet, appropriate logo.

You may be interested to see some examples of bad logo designs.

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Paul Rand also has a say on this topic: Should a logo be self-explanatory?

It is only by association with a product, a service, a business, or a corporation that a logo takes on any real meaning.

A good logo is distinctive, appropriate, practical, graphic, simple in form and conveys an intended message. It does convey a very important design consideration.

There are five principles that you should follow to ensure that this is so…While in college in the mid-70’s an instructor introduced me to the K. Simple logos are often easily recognized, incredibly memorable and the most effective in conveying the requirements of the client.

A logo derives its meaning and usefulness from the quality of that which it symbolizes.

If a company is second rate, the logo will eventually be perceived as second rate.

~ Paul Rand Leave trends to the fashion industry – Trends come and go, and when you’re talking about changing a pair of jeans, or buying a new dress, that’s fine, but where your brand identity is concerned, longevity is key. if you compare it to the Pepsi logo below, you can see just how effective creating a timeless logo can be.

Notice how the Coca Cola logo has barely changed since 1885? Update: 8/08/09 – Underconsideration has posted an updated timeline of the Pepsi vs Coca Cola logo. An effective logo should be able to work across a variety of mediums and applications. For this reason a logo should be designed in vector format, to ensure that it can be scaled to any size.

~ Patrick Winfield One should also familiarise themself with the commercial printing process so as not to come into printing problems further down the track.

Learn to know the difference between the CMYK, Pantone and RGB color systems.

For example, if you are designing a logo for children’s toys store, it would be appropriate to use a childish font & colour scheme. It is also important to state that that a logo doesn’t need to show what a business sells or offers as a service. Car logos don’t need to show cars, computer logos don’t need to show computers.