FONTS:

I could write a book about fonts, but here in short:
The font in your logo rep­re­sent you.
If you sell trac­tors, don´t choose the “Luci­da Hand­writ­ing” as your font, rather some­thing BOLD. Some­thing that looks like a work­ing-horse 🙂
Fur­ther­more you will need a “house font” for all your sta­tion­ary.
First and fore­most this font needs to be ledg­i­ble and work on paper and online.
Pick one that has BOLD and kur­siv cuts and all the addi­tion­al char­ac­ters (like: $ % §) you need for your busi­ness.

COLOURS:
What is asso­ci­at­ed with “your” colour(s)?
For exam­ple: Red: ener­gy, dan­ger, strength, deter­mi­na­tion as well as pas­sion, desire, and love. And Yel­low is the col­or of sun­shine: joy, hap­pi­ness, intel­lect, and ener­gy.
In con­nec­tion with the wright font, this asso­ci­a­tion will be under­lined!

Your colour(s) should always be present: on you, your Mar­ket­ing Mate­ri­als, your prod­uct — or have you ever seen a red john deere?

Last but not least: What about print­ing? For exam­ple, Gold or Sil­ver are expen­sive to print.
If Pur­ple is your choice, be sure to give the print­er your CMYK data oth­er­wise you might be in for a big sur­prise.

DESIGN:

It has to be orig­i­nal while func­tion­al and com­pre­hen­si­ble. Work with your colour(s) and font(s). Look good on a small busi­ness card as well as on a big sign in front of your busi­ness. And of course: The design needs to  “work” as a black an white ver­sion.

With this in mind, you are on your way to create a great logo that works everywhere and will be a good foundation for your corporate identity.

If you have any ques­tions, feel free to con­tact me any time 🙂

*Coca Cola is the worlds best known trade­mark, even with­out the writ­ing, that “rib­bon wave“ sais it all.