Logo design is believed to be one of the most important areas in graphic design, thus making it the most difficult to perfect. The logo, or brand, is not merely an image, it is the embodiment of an organization. Because logos are meant to represent companies and foster recognition by consumers it is counterproductive to redesign logos often.

• use few colors, or try to limit colors to spot colors (a term used in the printing industry)
• avoid gradients (smooth color transitions) as a distinguishing feature
• produce alternatives for different contexts
• design using vector graphics, so the logo can be scaled up or down without loss of fidelity
• be aware of design or trademark infringements
• include guidelines on the position on a page and white space around the logo for consistent application across a variety of media (a.k.a. brand standard manual)
• do not use a specific choice clip-art as a distinguishing feature
• do not use the face of a (living) person
• avoid photography or complex imagery as it reduces the instant recognition a logo demands
• avoid culturally sensitive imagery, such as religious icons or national flags, unless the brand is committed to being associated with any and all connotations such imagery may evoke