A logo (or logotype) is an emblem or graphic symbol used by businesses, organisations and individuals to represent their identity. The ultimate goal of a logo is to promote instant recognition of the entity through the use of letterforms, colour and graphical elements.

Logo design is a very important part of graphic design, and one of the most difficult to get right.

A good logo is very important and an invaluable part of your business. Good logo design relies on 5 basic principles; simplicity, versatility, memorability, timelessness and appropriateness.

Simplicity
A simple logo design allows for easy recognition and allows for versatility and memorability. Good logos should be unique without being complicated. A simple logo will be remembered longer, helping people to them remember your business.

Versatility
A logo has be able to work across a variety of mediums and applications. From promotional items, such as a USB drive, to billboards, magazine advertisements and online a logo must remain recognisable.

Memorability
A logo does not have to be an actual representation of your business (McDonalds do not use a hamburger for their logo) but it must be memorable. A memorable logo is achieved by making sure that the design is simple, versatile, distinctive and clear.

Timelessness
A logo should stand the test of time. Will it still look good in another 20 years? Because your logo is meant to represent your identity and encourage immediate customer recognition, it is counterproductive to have your logo frequently redesigned—make sure you get it right the first time.

Appropriateness
The logo you decide upon for your business must be appropriate for your intended audience. Once again it does not need to be an actual representation of what you do, but it should have an association with what you do. The logo of a pet store will differ greatly to that of a law firm, and both should be representative of their respective industries.