What makes a great logo.

If you are a consumer, or a marketer, or a CEO of a company looking for branding, you should be interested in logos. Logos are the centerpiece of a company's brand image and can tell you a lot about the company. The quality of a logo can tell the consumer how much their image (and customer opinion) means to that company. The effectiveness of a logo can help sell whatever product or service that the company offers. Also, the beauty of a logo is something that the company can be proud of and identify with.

Branding is the most important aspect of a company's marketing strategy and should be heavily considered. Companies that took their branding lightly during their inception may suffer in the long run. This happens even if their service or product is great, because their logo is unprofessional, confusing, or offensive. Companies with bad logos may not be taken seriously or worse, they may be made a butt of a joke.

There are four principles that make for a great logo design. A great logo must:

1. follow solid basic design principles
2. be functional
3. represent the company
4. be unique

Extract from The State of Art