Chapter 1 - From the start
When we design a logo, we are fulfilling a need for an identity, because people think in images, not words. For example if you read “banana” on a sign, you don't think of the actual letters that form the word “banana”, you think of the fruit, you form the image in your head. That's what we want when we make a logo.
The following are features every good logo should have:
Easy to adjust. This means it has to be understandable in both small and big scale.
Charming. Once you see it you won't forget it, even if you didn't understand what it meant, you will still think about it.
Readability. It should be easy to read at any size and in any color, and shouldn't leave room for misinterpretation.
Easy to comprehend. You have to know what service or product it offers when you look at it.
Authentic. The design must not mislead the observer to believe something it's not.