lean toward serif fonts and minimalist marks to signal heritage and elegance. 3. Versatility Across Mediums

If you can’t draw the basic shape of the logo from memory after seeing it once, it’s likely too complex.

A logo should always be designed in black and white first. If it relies on color or gradients to "work," it will fail when printed on a receipt or embroidered on a shirt.

The most iconic logos—Apple, Nike, Target—are incredibly simple. A great logo should be easily recognizable in a fraction of a second.

A logo doesn’t always need to show what a company sells. Harley-Davidson doesn’t show a motorcycle; Apple doesn’t show a computer. Instead, the logo should reflect the vibe of the brand.