Whether creating branding for a new business or refreshing the image of an existing business, it is important to ensure that design work, particularly logo designs, incorporate the essence of your business.
The purpose of your logo is to act as a tool which supports recognition of your brand. Simple works best: the logos you will remember are rarely complicated. And rather than being purely decorative, the logo should be the right fit for the business it represents.
It is also important to have a logo design that is flexible to the needs of your marketing materials. You may want to print it onto promotional items of varying shapes and sizes, sometimes it may need to be converted to black and white, and have you checked what it looks like upside down? These are some of the many points that need to be considered to make sure you get maximum return on your investment.