As the heart of your branding efforts, your logo should represent the essence of your company’s personality. Here are some dos and don’ts when designing your logo.
Explore Conceptual Icons
In logo design, an icon is a simplified visual that captures the spirit of your brand. It does not have to be an image of your product or service. Think of it as a symbol (think Nike’s swoosh) rather than a picture.
Use the Space You Have
For most businesses, an icon is simply not enough to fully express their brand identity.
You may also add your company name and tagline or slogan. If you don't have a tagline,
play with your name, break it up into two lines but keep the same font and size for both lines.
Play Around with Caps or Lowercase
Something as simple as playing around with caps and lowercase could bring your trademark to a whole new level. Traditionally, uppercase logos give off a strong sense of authority, while the use of lowercase exudes a more approachable, casual vibe.
Balance Your Tagline
Make your tagline shorter than your name. This is why we suggest going for no more than 25 to 30 characters. Also known as a slogan, taglines are dramatic phrases that sum up the tone and premise of a brand.
Adjust Your Name and Tagline
Although smaller in dimension, your tagline should always be perfectly aligned with your name.
Let Your Logo Breathe
If your logo has a frame, be sure to leave enough space between your chosen frame and logo.
If your logo is too difficult to read, what was the point of designing it in the first place? In order for your logo to serve its entire purpose, make sure it’s readable in any situation, for any potential customer. Take note of the text size and font that you use, and check the final result on various platforms (Facebook, Twitter, etc.), and from different devices (desktop, smartphone, tablet, etc.)
Give Your Background Contrast
Following the theme of visibility, select a background color that gives enough contrast with your text. If the color of your text is white go for a darker background color such as black.
Align All Your Elements
Aligning all your elements in the same direction: left, center, or right creates a well balanced layout as a whole.
Size Up Your Icon
Your icon should never be smaller in height than that of your text. To fix this, you can size
up your icon to the same height of your text or even make it slightly bigger.
Excerpted from: www.wix.com/blog/2018/07/good-logo-design-tips/