In regards to branding, David Airey, summarizes it best:

 

Keep it simple.

The simplest solution is often the most effective. Why? Because a simple logo helps meet most of the other requirements of iconic design.

 

Make it relevant.

Any logo you design must be appropriate for the business it identifies. For example, as much as you might want to use a fun design that makes everyone smile, its approach is not ideal for businesses like the local crematorium.

 

Incorporate tradition.

Trends come and go like the wind. With brand identity, the last thing you want is to invest a significant amount of your time and your client’s money in a design direction that looks dated almost overnight.

 

Aim for distinction.

Begin by focusing on a design that is recognizable. So recognizable, in fact, that just its shape or outline gives it away.

 

Commit to memory.

Quite often, one quick glance is all the time you get to make an impression. You want your viewers’ experience to be such that your logo is remembered the instant they see it the next time.

 

Think small.

Your design should ideally work at a minimum of around one inch in size without loss of detail so that it can be put to use for many different applications.

 

Focus on one thing.

Incorporate just one feature to help your designs stand out. That’s it. Just one. Not two, three or four.