
Your
goal in having a logo is to begin to "brand" your company. Branding is done
through providing an image that is as easily recognizable as a name. A simple
logo requires less "thought" from your customers. A simple logo can and should
inspire a sense of understanding. Complex and overly colorful logos can
inadvertently confuse your customers before they even get started.
Simple types of logos include: Text Only, Symbol, and Combination.

The
color of your logo should arouse the same feelings you wish your products to
instill. As a general rule, a logo should not contain more than 4 colors. Many
times even a black and white image is all that is necessary to achieve the
desired response to your image.
Visit our
Color Center to help you decide on your colors.

Your
logo should be unique, most importantly to avoid any trademark or copyright
infringements, but also to help in the process of branding your company. The
easier to recognize your logo, the easier to remember what it stands for.
Eventually, upon success, the symbolism matters less than the recognition
(example: McDonald's "golden arches" began as a symbol of the arch shaped sides
of the restaurants, however many of the restaurants no longer have the arch
shape).
While having an elaborate hand drawn illustration** may seem to "fit" your
image, it is much more difficult to brand your products with such an
illustration as your logo.
**Hand drawn illustrations are charged
at a different rate.