To design the ideal logo for your business, you should strive to be unique and simple, while displaying a strong understanding of your brand and what it has to offer. You should also use custom typography, according to 1stwebdesigner. By investing in a custom hand-drawn font, you can evade plagiarists and stand out from competitors who purchase or download fonts online.
Lindsey Rothfeld at Mashable stresses uniqueness and cleverness as the most important parts of a logo. You do not want to be similar to other logos, even if they are already successful. In addition, your logo should stress the ideas behind your brand and not just the product. Rothfeld points out that the logo for Mercedes is not a car, and the logo for Virgin Atlantic is not a plane.
Simplicity is also important. You do not want customers to spend too much time analyzing your logo. By optimizing negative space and matching the images and words with colours that suit the emotions and ideas behind your brand, you can easily capture people's attention. Rothfeld uses the FedEx logo as an example, in which the last two letters form an arrow through negative space that expresses the company's devotion to fast deliveries.