Some thoughts on logo and identity design
Your company's clothing
How can a logo represent intangible concepts like realiability, convenience, friendliness or safety; or help a company be perceived as modern, dynamic, caring, competent, professional or important to a community?
A company's logo and brand identity might be thought of as the clothing the company wears. We all make instantanious judgements about people based on how they are dressed, how they speak and how they present themselves, and we dress ourselves to present a certain image. We don't wear signs around our neck telling others that we are professional and competent, but we might dress, talk and act a particular way to make that impression.
We make similar judgements of companies based on their logo and brand identity. Though it's hard to put a finger on exactly what it is about a particular logo that conveys those feelings, it's clear that the form, shape, colors and letterforms all combine to create a personality, a feeling, an attitude.
Identify, don't explain
A logo should identify a company, but not explain every aspect of it's business, much like how we identify ourselves by a name instead of a lengthy description of who we are. A logo is a signpost to identify the company, a shortcut that is quickly recognizable and memorable. It can reflect a company's attitudes and values, but there are limitations to how much a logo can say about a company. A logo that tries to say too much can be cluttered, unmemorable, and limiting to the company (if your logo includes an image of a product you produce or a service you provide, what happens when you decide to expand your offerings?).
A primary task of a logo is to be memorable – to trigger in someone's brain a connection to your company. All visual recognition is based on shape and color. Forms that are simple and clear are generally more memorable than ones that are highly complex.