Simple Minimal Clean Professional logo design

Rule 1: Less is more - some of the most recognisable brands in the world use a simple marque or logo type - for example, think how simple the Nike tick/swoosh is. When I create an identity I want the marque to be recognisable in its own right.

Rule 2: If in doubt - simplify! (see rule 1). Strip away anything that may make the logo look fussy or overly complicated.

Rule 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.

Rule 4: Scalability - consider how the logo will look large and small. It is important that it remains legible, even when scaled down small - on a website for example.

Rule 5: If it works in black, it should work in any colour.