The document emphasizes the importance of creating simple and effective logos that are relevant, distinct, and memorable for businesses. It highlights the need for logos to maintain versatility across different mediums and to resist trends for lasting brand identity. Additionally, the document suggests focusing on a single standout feature and ensuring that the logo can be easily applied without distortion.

2. Keep it simple.
The simplest solution is often the most effective. Why? Because a simple logo helps meet most of the other requirements
of iconic design. It will work across all mediums. Billboards and business cards. App and faicons.
Make it relevant.
Any logo you design must be appropriate for the business it identifies. For example, as much as you might
want to use a fun design that makes everyone smile, this approach is not ideal for businesses like the local crematorium.
It does not, however, have to go as far as literally reveal what a company does.
Incorporate tradition.
Trends come and go like the wind. With brand identity, the last thing you want is to invest a significant amount
of your time and your client’s money in a design direction that looks dated almost overnight.
Aim for distinction.
Begin by focusing on a design that is recognizable. So recognizable, in fact, that just its shape or outline gives it away.
Commit to memory.
Quite often, one quick glance is all the time you get to make an impression. You want your viewers’ experience to be
such that your logo is remembered the instant they see it the next time.
Think small.
Your design should ideally work at a minimum of around one inch in size without loss of detail
so that it can be put to use for many different applications.
Focus on one thing.
Incorporate just one feature to help your designs stand out. That’s it. Just one. Not two, three, or four.
Excerpted from Logo Design Love: A Guide to Creating Iconic Brand Identities by David Airey. Copyright © 2010.
7 Elements of logo design

3. Considerations
We are pivoting to enterprise. But need to be respectful to our consumer orgins and company culture.
Logo should be easy for anyone and everyone to apply­with out distortion — consistency.
The logo should represent our product, company and culture without being to specific.
It must work on the internet. On a Polo shirt. On the side of a building.
Many people will only see our logo on black and white print outs (invoices, tech specs)
4 color logo

4. Inspiration

5. Process

6. Process

7. Process

8. Process

9. Process

10. Current

11. Proposed

16. Mark
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32. 2

33. v.1

42. Thank You