It’s actually not easy to design an effective logo which conveys strong message about a company. I have just got my client finalized the logo for their trading company few days ago after a 5-week work. The first thing I did for the logo was to combine the two initials to indicate it is a partnership between two business partners. At the same time, I use the san serif for the symbol which has a modern feel of the company. The star I later put between the connection of the initials creates an image of an American trading firm. This trading firm is doing global business, and the geometric shape of the circular icon implies the shape of the globe where the businesses are. The color has to be something solid and a bit subtle. I had Pantone Reflex Blue for the logo which conveys the solid nature of the company. The client basically likes the idea of the modern look of the logo and the ideas behind it. However, there are times the client wanted to see “new” stuff on the logo. That’s why we have been “struggling” to come to a final decision. The client was expecting to see some more modifications or alternatives. However, one of the suggestions is way too much that it was driving to a different direction. I explained to the client where we were standing. The client finally agreed to what we have is already very good, suitable and effective for the company.
The following article about logo design is very inspiring. An effective logo doesn’t have to be very complicated. Simplicity is the key.