Logos must be bold, iconic, simple.
They need to hold their own at small sizes and captivate at large scales. Our marks must stand out without sticking out, must feel at once present and timeless.
Even though a brand has many tools at its disposal, the logo is still its most important communication tool. It often holds more value than any single product it represents, yet is entirely meaningless without the value of the product.
Logo design requires big picture thinking and small picture making.— Beat Baudenbacher
...It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned.— Paul Rand