ogos are such an important part of the brand. Sometimes they are all that is left to support the corporate identity. While this is unfortunate, brief departures from brand momentum make the strongest case for memorable signatures.
The simplicity of an image directly impacts the ability of our mind to visualize and remember it. A round black dot, for example, is far easier to picture than a kidney shaped swimming pool colored in blue gradiations. If one company owned the black round dot logo, no one who ever saw it would be likely to confuse this mark for that of another organization.
The art direction of any logo should start with the essence of an identity, which in all cases is the name. What it says, the shapes of its letters and the shapes they form in relationship to each other are the places to begin. Armed with this visual information in addition to research and insights from the creative director, a sense of the big picture can be realized. Enough so that specific artistic direction, in regards to possible sensible content, can be dispensed to a designer.
Don't toss the best logo design without a test.
When someone suggests that a logo or key visual looks like something undesireable, that should not necessarily mean that a good design is doomed. Advertising Delivery System (ADS) delivers ad media information on an extremely large scale via satellite. This concept for their logo shows a satellite dish which has been drawn to also look like the letter "A". In combination with the rest of the anachronym this is an extremely strong and unique signature. The kind of corporate identification opportunity that doesn't come along every day.