• A logo does not sell, it identifies.
• A logo derives its meaning from the quality of the thing it symbolizes.
• What a logo represents is more important than what it looks like.
• The principal role of a logo is to identify, and simplicity is its means.
• A logo, primarily, says who, not what, and that is its function.
• A logo takes on meaning only by association with a product, a service, a business, or a corporation. It derives its meaning and usefulness from the quality of that which it symbolizes.
• A logo should have a timeless appeal, yet be contemporary.
• A logo should have a high legibility and interpretive factor, be clear and recognizable, simple and flexible to use.
• A logo should translate well in black and white, as well as in the corporate colors.
• A logo should have the scope and versatility to accommodate the growth and maturation of the organization
Design attempts to express what something is.
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