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Logos are protected by law. A new design must be original and may not create associations with already existing ones. The simpler the design, the harder to avoid this problem.
Logos are subject to fashion. The taste of the public changes in the field of graphic art almost as quickly as when it comes to hem lengths. Since the logo is an essential element of all graphic design pertaining to a product, it should be changed only if absolutely necessary, and then only gradually, especially if old and established products are concerned.
Some logos are developed from the name of a product or a company. The letterforms should be chosen in relation to the particular product or company; the letters must form a word that stands on its own as a composition, and the word must stand out among other text elements. Again, the design must be easy to remember.
To ensure that the word can be read easily, the letterforms must never be modified beyond their basic characteristics.
Logos may be executed with pen or brush as well as with type, but the field of application is more limited, because calligraphic forms cannot be transferred so easily to other media.
To get started designing a logo, make a number of preliminary sketches. If one of these looks promising, play with it in a small format of about 5 to 6 centimetres in black and white. Make sure that you try all the possibilities you can imagine. New ideas or at least new points of view will surface during the process. Choose the best sketches and draw them more carefully at a larger scale - about 15 to 20 centimetres high. Now check to see if a photographic reduction to 5 millimetres still renders clear details.
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