Logo ultimate goal should be to portray the image of your business in a positive light. Your logo should signify your professionalism and reliability. You have to consider your logo usability: to be memorable and unique (to identify your business between all other businesses) and to be versatile between different medias.
When you decide about how your logo should be like, think about the following features which will contribute to your logo usability:
First and foremost the goal of logo design is simplicity in design. A logo needs to work across many different mediums therefore simplicity will be the best option for your logo: limited number of shapes, lines and colors included. Be it a shirt or outdoor sign, the effective logo design does not dilute the strategic effectiveness of the identity.
Following closely behind the principle of simplicity, is that of memorability. An effective logo design or brand mark forms the central foundation for corporate identity / brand identity and should have an impact on your intended audience. By impact I mean a logo that is instantly memorable in your mind's eye. In this day and age of consumer bombardment in advertising across different mediums it becomes clear that a great logo needs to be memorable and effectively distinguish a brand from its competitors in the consumer's eye.
An effective logo should be timeless - that is, it will stand the test of time. Changes to logo design will confuse the audience and damage the company trusting.
Once your logo is completed it needs to be applied consistently to all your Marketing Materials in order for the message to get across effectively. A business should always ensure that all communications no matter how big or small, even at the internal level always include the company logo.
An effective logo design will look good in black and white (for faxes, copies, newspaper advertising etc.) as well as color.
Should a logo be self-explanatory? It is only by association with a product, a service, a business, or a corporation that a logo takes on any real meaning. A logo is purely for identification. A logo does not need to show what a business sells or offers as a service. Whatever your logo is made of, its ultimate goal should be to portray the image of your business in a positive light. Your logo should signify your professionalism and reliability.
Logo is a visual representation of a brand. Customers remember you by your business name but when it is some graphical depiction, it sticks to the mind dramatically.
Logo is a symbol that is employed principally in commercial functions and acting as instantaneous identification.
Logos are normally designed to help people remember the name. The image, the texture, the color combination and the brand represented by the logo stays unique to the customers memory and it becomes an easy way to identify the company / business.
Logo will be present on all your advertising materials and office stationary. Logo makes it easier for you to establish the identity of your company. By combining a name and logo together, you are next to getting that client to remember and call you again. Logo design is the best way to get popularity of your business in market.
All printed and digital materials are embedded with company logo. This represents the "signature" of your business. Having a logo design is becoming an international standard and it is applicable to every business.