A logo is a small graphical design that labels or brands you. A logo gives the first impression of a business. It is something that is associated with a business and something a business will be known by.

The role of the logo is to point, to designate—in as simple a manner as possible. Simple ideas, as well as simple designs are, ironically, the products of circuitous mental purposes. Simplicity is difficult to achieve, yet worth the effort.

Here's what a logo is and does:

• A logo doesn't sell (directly), it identifies.
• A logo is rarely a description of a business.
• A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.

A great logo should also:

Distinguish a company from its competition
Don't try to emulate another company. Be your own brand.

Be memorable
A logo design should be eye catching and innovative. A logo should make a statement about a company.

Be simple
A logo can have some elaborate features but it should be simple enough to make a quick statement. A logo should show up well when it is scaled down and not lose detail.

Be unique
If the logo resembles someone else's, you may possibly lose clients through the confusion.

Use meaningful colors
Different colors and shades can have different effects on people because of color association. A logo should have a grayscale version for publishing in black and white.

Avoid distracting elements
A logo does not need, LLC, Inc, and other details. These types of detail can be saved for documentation about a company.

Avoid taglines if possible
Taglines can be an important part of a company's image but should be separate from a logo.

Avoid being too decorative
A logo should not appear cheap or showy. A logo should avoid heavy decorations and different combinations of color. Avoid fancy techniques available in graphics software.