"If, in the business of communications, 'image is king,' the essence of this image, the logo, is the jewel of its crown."
Rand stresses the importance of knowing the goal that you want your logo to accomplish before you start the process of designing it. Your company's logo carries a massive responsibility of visual brand recognition, so you want to make sure that you carefully think through the design aspects of your logo to put forth the right image.
1. What do you want to accomplish with your logo?
Your logo is a visual representation of what your business stands for. Think about the value that your business brings to its customers. What does your business do better than its competitors? Why do customers choose to come back to your business time and time again? Answering these questions will help you to understand the meaning and value behind your brand, thus creating communication goals for your logo design.
2. Who is your audience?
If you don't take the time to truly understand your audience, you're not going to get very far. This is especially true when it comes to designing your logo as an effective business logo reflects its target audience, too. The elements that you include in your design need to appeal to your audience. For instance, the simplicity of Apple's logo appeals to a techy crowd with an eye for design.
3. How will your choice of color impact the design?
Your choice of color will add further meaning to your logo, so it's important to consider how your audience will interpret your use of color in the design. Don't feel the need to get carried away with including multiple colors in your logo design. By choosing a single color, you'll have more control over what people will see in your logo. An additional best practice is to make sure your color choice works well in black on a white background and white on a black background. This is because the meaning behind the color that you want your audience to associate with your logo should be complimentary--not essential--to understanding your logo.
In summary, in order to create an effective logo that will resonate with your audience, you need to approach logo design with the right mindset. Taking the time to address these three critical questions from the start will get you on the right path to designing a logo that best represents your business and increases brand recognition.