I once had a client starting a new business wanting a logo designed and the brief was "we want a koala bear riding a horse jumping over a creek".
It’s exciting building, running or buying a business – the research, the planing, the anticipation of success...
First and continuing impressions are an important part of your business success. Your identity/logo is that first and continuing impression.
When thinking about your logo you need to identify where your logo will be used and displayed – business cards, brochures, websites, signage, banners, posters, maybe even tattooed to your butt, I dunno...
Your logo needs to be adaptable, reproducible and easily identifiable across all marketing material mentioned above.
When you think of the best brands/identities of the work, what do you think of? I think of a Nike, CocaCola, Pepsi, Commonwealth Bank.
Some are just words and other are symbols, but at the root of their success is a simplicity in design, colour and structure. All are easily identifiable and more importantly have been used consistently in all branding to reinforce their brand in your mind.
What ever happened to the “I want a koala bear riding a horse jumping over a creek”? After much discussion, some coffee and a biscuit or two, we didn’t design a logo with a koala, a horse, but we did however represent a creek.