Many companies such as Pepsi, Facebook, Nike, and FedEx to name a few have developed something iconic over the decades. There are key principles that create their logo and identity success. This can also be you.
Some of the key things I keep in mind when designing a logo include typography and personality. A unique font isn’t always necessary, but how letters or words are arranged must be unique.
A logo must also be responsive, scaling down to small sizes that are legible however it may be displayed. This could be for print materials or online including social media and websites.
Great logos must also be created in such a way that is not dependent on specific colors or gradients. They need to be flexible such as black on white, or white on black, or able to be branded with a color theme.