Logos prepare the way long before we meet our clients.
Logos don’t normally just leap to mind from thin air. It can happen, sure. But more often a promising idea is plucked from the ether as a little embryo or as a fully-fledged thing of beauty. Then you grow it, form and subtract it down to something stunning and useful. The last thing is very important. Now it can go to work, telling clients about the brand at a glance. To see it is to love you. One hopes… and there it is, being a silent salesperson and ‘personality’ for the otherwise faceless firm it represents.
At the end of the day, the best advice I ever read was that if you can’t draw the logo in the sand with your big toe, it’s not simple enough. Which may be extreme, but you get the general idea.
Perhaps a more balanced viewpoint is reached by picturing your logo as an embroidery on a pocket, sandblasted on a wineglass, and the acid test: reduced to a favicon. For mine, I resorted to using the S alone because it’s simple but distinctive enough to work as a device.
Devices can be something as complex as a characters or shapes designed to go with logos, or the text can be distinctive enough to stand alone as a logo.
Every logo can be supplied as a vector design
This means they can be stretched and reduced to any size, remaining pin-sharp all the while. Obviously this can be very useful when you need to have banners or car vinyl branding done.