Logo Design is just a part of the “big picture” of Branding, specifically part of Brand Identity.

As a designer who’s also been a design educator, I’ve read dozens hundreds of definitions of Branding.

For our purposes today, think Differentiation and Identity, the fancy version of “Okay…why YOU, and not that other company over there?”

Our primary approach to Logo Design is to make your logo design…

Simple: Look at Nike. Apple. Superman. Your logo doesn’t have to be a picture of what you do. Doesn’t have to be a pizza chef, a tent, a pack of wild dogs, or whatever you work with every day. It’s not a story, it’s an ICON that represents your company, idea, or service. Quickly. Instantly. Clearly.

Versatile: And definitely make sure it “reads” when it’s big, or small, or tiny (postage stamp-sized), on a dark background, on a light background, or as a standalone ICON on social.

Memorable: Think Simple. Yet again.

Relevant: Read the Room” as they say. Big, fat, bubble lettering styles probably won’t say, “law firm”. And Rolling Stone magazine can’t use the same typestyle as The New York Times. Same with Heavy Metal magazine and Scout Life.
So…don’t choose something that’s relevant to you, but rather relevant to your audience!

And remember: a digital online AI logo maker will make the exact same logo sooner or later.

Stock logo art and AI-generated logo art is a gamble, really. With your company. And your brand.