logo design fundamentals
a logo should work at any size. if it doesn't, you're designing decoration, not identity.
the scalability test
print your logo at 16 pixels wide. if you can't tell what it is, start over. a good logo works on a business card and a billboard. same design, different sizes.
this is why detail kills logos. every gradient, shadow, and tiny element makes your design weaker. simple shapes win because they scale.
color is optional
your logo should work in black and white first. color is an enhancement, not a requirement. if your design falls apart without color, you don't have a logo. you have a color study.
test it in grayscale before you pick colors. if it still communicates, you're on the right track.
trends expire
every year brings new design trends. geometric minimalism, hand-drawn illustrations, abstract gradients. they all look fresh for about 18 months.
a logo needs to last longer than a trend cycle. if your design looks dated in three years, it wasn't a logo. it was an experiment with expiration date attached.
what actually matters
memorability beats creativity. a logo that people remember after seeing it twice is worth more than one that looks impressive in a portfolio.
distinctiveness beats beauty. you're not entering a design competition. you're creating something people can spot in a crowd of competitors.
functionality beats concept. a brilliant idea that doesn't work at small sizes is a bad logo. a simple shape that works everywhere is a good one.
the real work
designing a logo takes an afternoon. designing a good logo takes weeks. the difference is iteration. you need to test it in context, at different sizes, in different applications.
most designers stop too early. they find something that looks good on their screen and call it done. the designers who create iconic logos keep going until they find something that works everywhere.