Ensure It’s Representative

According to Marty Neumeier in his book The Brand Gap, "A brand is not what you say it is; it's what they say it is". While your brand logo should strive to personify your company's mission and values, it's as crucial to make sure that it continues to be appealing and relevant to your target audience.

Make sure that any images, icons, fonts, or colors you use in your design are appropriate for your business and take into account the preferences of your target market in order to achieve this. Consider the Toys "R" Us logo as an illustration. The prominent reverse R, funny typeface, and kid-friendly color scheme ensure that it remains appropriate for its young readership. This logo works well since it is still easily recognized and appeals to the brand's younger target market.