seven syllable

My wife and I recently returned from two weeks in Europe, and despite taking well over a thousand photo's myself, there isn't a single good one of the two of us together. Without fail when we handed our camera over to some other tourist, waiter, or innocent bystander it was returned to us with a centered photograph. Even the tourists touting serious camera gear would give us the same bland treatment.

Now I know why vacation photo slide show's are synonymous with boredom.

This may not be the popular definition, or even the right one, but I'd like to share my personal thoughts on logo design and what they mean.

First a logo should not be confused with a catch phrase or current marketing buzz. These items are important components of your branding / identity, but they are not logo's.

Secondly a logo shouldn't just be your company name. There a plenty of exceptions to this rule, but for every success there are plenty of failures. Is the entirety of your brand image really summarized so well by a typeface?