I always say I don’t design logos. I create brand and design strategies that include the logo. But once you’ve discussed the problems that the brand strategy and visual design will solve, how will you know if your logo is effective or even amazing? Well, here are some qualities to keep in mind when approaching the creation of a logo.

If you use this list as a sort of checklist, a self-audit, you will be able to gauge whether the logo you are working on will be amazing and effective.

Conceptual

You need to avoid the obvious. Once you establish your concept, this will help you come up with something more interesting. This means that your logo should try not to be obvious or cliche. In fact, I never recommend that you use anything expected because it’s often overused. It is much more interesting and unique to not show what a business or service sells. A realtor doesn’t need to show a house, a roofer doesn’t need to have a roofline, a bakery doesn’t need a cupcake; you get the idea. It can be done.

Remember that Apple doesn’t sell apples, T-Mobile doesn’t have a phone as their logo, and BMW doesn’t have a car as part of their logo.