A logo should be clear and recognisable. It should be able to fit in on the side of a pen so it shouldn’t be too fussy or detailed. It also needs to be scalable to the size of a billboard, so beware using photographs which can pixelate when enlarged. And if someone driving on the motorway was to see it for two seconds on a billboard it needs to be recognisable.
A logo should be striking even in black and white and not reliant on drop shadows, bevelled edges or special effects (dare I say it – ‘from the nineties’).
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