The cornerstone of a brand begins with a logo. There are four characteristics that define a great logo.
A logo must be memorable. The graphic alone does not necessarily have to project what the company does but it can evoke a feeling which is just as powerful. The Nike logo is one of the most powerful and recognizable logos in the world.
A great logo must carry the same meaning across all mediums â€“ whether it is on a business card, a billboard or a baseball cap. Target makes great use of its bullâ€™s eye logo using it all by itself.
The designer must consider the nature of the business, the customer and the culture. The newly designed BP logo brings in energy with the sun as well as the colors of the â€œHelioâ€™sâ€ suggesting heat, light and nature.
The neutrality in a design makes it timeless. McDonaldâ€™s golden arches are an iconic symbol that have defined the company for years.