My rules: 1: less is more - some of the most recognizable brands in the world use a simple mark or logo, for example, think how simple the Nike tick ...more My rules: 1: less is more - some of the most recognizable brands in the world use a simple mark or logo, for example, think how simple the Nike tick/whistle is. When I create an identity I want the marque to be recognisable in its own right. 2: If in doubt - simplify! (see rule 1). To remove everything that can make the logo look fussy or overly complicated. 3: For me a good logo should remain timeless. It is all too easy to design to a trend but a logo should have longevity. 4: scalability - consider how the logo will look large and small. It is important that it remains legible, even when scaled down small - on the website for example. 5: If it works in black/white it should work in any color. hide