Most logos are irrelevant or even distracting for 1) Giving the target (the client's customer) any clear business identity 2) Focus on the business the client is in
So far, do you notice what's missing here? A connection between the logo design process and the business the client is in.
Taking what we have here so far, lets say you have a business with a unique selling proposition centering around three points. ...Could be a three-step process. ...Could be three promises or whatever.
So whatever you do, you take one element and repeat it three times. While superficial and basic, the general idea is to reflect something about the business within the logo. Sure you want the visual to go with the logotype. But the real problem, and the real reason many designers run out of raw creative ideas, is then never look into the business they are designing the logo for.
Raw creativity isn't the point -- relevant creativity is.
Is the business philosophy or culture progressive? Then a more futuristic visual like the planet may fit.
Is the business more conservative? Then the helmet makes more sense.
Does every competitor in the niche use a planet? "Worldcom" "Earthlink" ....etc ....etc? In other words in a field of fifty logos for companies from the industry category, could the client's customer pick out yours?
Because if they can you've taken a step toward creating a business identity. And if they can't you've taken a step toward creating business camouflage.
A business identity happens 99% outside the graphics program and 100% outside the walls of the corporation. Any company who manages to show up in the parking lot can identify the business. You're looking to create an identity in the mind of the client's customers.
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