Logo Concept and Design

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What is a good logo made up of? Simplicity. Originality. Usability. Adaptability. Personality Simplicity: The human eye and mind will comprehend and retain a simple, uncluttered design much more so than a detailed, intricate design. A good logo will be recalled by people without the use of fonts/text. View the examples below, do you know who they belong to without the company names?           Originality: A logo should be able to clearly define the company and set it apart from it's competitors. It must be unique to that company. Usability/Adaptability: A good logo will be designed in a usable manner. This means that it can easily be used in different mediums. It should look good in black and white or in one to three colors. Using more than three colors begins to drain the usability and feasability of an otherwise good logo. A good logo design will be easily adaptable for paper printing, textile printing/embroidery, to being converted to a web ready graphic. Personality: The logo must define the personality of the company. It must show who they are, what they do and how they want to be percieved by the world.