What to keep in mind when thinking about logos?

- A main goal to keep in mind when you're thinking about concepts for a logo, I think the first is to understand that your logo really won't have much meaning just coming off of your computer. Logos acquire meaning over time as they get associated with a product or an idea or a service. People begin filling your logo with meaning. If your logo represents a company they like, or a service they like, they'll begin giving it good associations. And vice versa, if something they don't like, they're not gonna like your logo either. I think the second thing is to understand that your logo is not an explainer. A lot of people are trying to make a logo that says everything there is to say about a company, or really looks like the company it's representing. But that's entirely unnecessary. A logo is simply a mark that's an identifier. It's not an explainer. If you look at the Nike Swoosh, it doesn't say anything about Nike, it's just a little mark. Every time you see that mark though you…