Here are some important points to consider in custom logo design
Logo design should leave an impression
Creating a visual memory includes imprinting an image in the mind's eye. Color and shape can help during the imprint process. Crisp clean lines, unusual shapes, and strong color help imprint a logo design, making it a brand memory and assisting with message recall when the image is seen again. Repeated and consistent exposure to a logo and its brand message improves the association between the two, eventually allowing the logo graphic to become the symbol for the brand.
Logo design should be unique and distinguishable
The objectives for a logo design include two important considerations: it should attract attention and stand out from other visual communications. Adopting a design that blends into a sea of visual communications defeats the purpose of a logo. If the logo isn't distinctive, it won't have a chance to be the visual reminder of expectations and desirable perceptions. Logos with visual hooks or triggers have a better chance of instant recognition and brand awareness in the marketplace.
Logo design reflects the overall "feel" of the company it represents
We are constantly bombarded with visual images. Logos not only represent organizations, but they also represent products and services. Logos that are not unique can be confused with competitor brands. It is highly desirable that a logo establishes a visual space in the marketplace so that the brand image is easy to recognize and desirable brand perceptions are recalled instantly.
Logo design promote a feeling of professionalism
Most logo designs are composed of two components: the graphic and the logotype. A logotype is usually the brand name spelled out using a unique typeface or type treatment. The logotype should be easy to read and visually complement the graphic, helping the logo achieve its objectives. Logotypes are not bound by the rules of grammar. Likewise, the logotype does not guide the treatment of the brand name in a written context. A designer has the creative license to develop a logotype that meets the objectives of the brand image.