For us to understand what a logo is meant to achieve, we must first know what a logo is. A logo represents an immediate recognition, it inspires trust, admiration, loyalty, and also projects superiority. A logo is the single most important aspect of a companies commercial brand, or economic entity, and all it's combined shapes, colors, fonts, and images will normally differ from others in the same target market. Logos are also used to identify organizations and other non-commercial entities.
Sometimes we have to sit back and think to ourselves why an individual or company wouldn't want to invest into a logo. Your logo is the very foundation on which a company or entity is built on, because of this it should be one of the most important investments someone should consider making.
A few things to keep in mind:
1.) The worst way to obtain a logo is to hold a contest. Contests attract all types of people, including a huge number of people that either have no clue about copyright / trademark laws or simply don't care as long as they make a quick buck or two. Contests are setting yourself up for possible legal issues down the line.
2.) If a logo design offer sounds too good to be true, it normally is. Don't fall for the quick / cheap advertisements for logo design services, these are the ones that will normally use others ideas and claim they are their own. It's very important that your logo is designed from scratch and remains unique.
3.) Stock art / Clip Art is becoming a huge problem in the logo design industry as more and more new designers use pre-made designs sold from stock art and clip art websites. Stock art and Clip art are readily available to anyone with a internet connection and most times downloaded by millions. The last thing you need is an image everyone's using, this just opens the door for lawsuits. Stock art / clip art sites are a big no no when it comes to branding a company.
4.) Free logo maker websites are also a big no no, as they provide the same designs to everyone that desires a free logo. Free is free for a reason.
5.) Pre-made professional logos seem to be popping up everywhere. These are the sites that offer a pre-made logo design and allow you to just add your name to it. They claim that the pre-made logo is sold only once and then removed from the site. The problem is that they list all the designs publicly, just like a clip art / stock art / or Free Logo site, you'll have the people browsing and recreating what they want. One honestly never knows how many have used or bought that same design, It's normally better to be safe than sorry, this is where the "Just in case" factor comes into play.
6.) There are way too many similar logos out there that get lost in a flood of businesses trying to compete. Uniqueness is very important for your branding campaign and should not be overlooked. Bellow are the basic 4 questions you need to ask yourself.
* Is my logo unique enough to stand out from all the rest?
* Is my logo as simplistic or as illustrated as my target market demands?
* Is my logo flexible enough for both web and print media?
* Is my logo designed in such a way that it's timeless and doesn't depend on a current trend or fashion?
That's my opinion on this topic anyways