 we are bombarded. clothing lables. running shoes. tvs. computers. food and drink products.  the average person sees advertisements, logos, and labels in a day

 Because we take in such a vaste amount of information it has become difficult for designers to create logos that are not increasingly similar to one another  Poses a problem for companies to distinguish themselves visually

 makes design easily identifiable, timeless and enduring  helps people commit the design to memory  more versatile and adaptable to a variety of formats and media from business cards to billboards

 design must be appropriate to the business, and the audience to which you are catering  a design for a lawyer should not suggest “fun”  must set apart client from competitors

 trends, like fashion, come and go, while the classics stand the test of time

 Easily separated from competition  Focus on a highly recognizable design, work in black and white first, colour is secondary

 design viewers can remember from a quick glance  want instant recognition by viewer the second time design is seen

 design should work at a minimum size of one inch without lose of detail  easily adaptable to a range of media

 Incorporate one feature to help your design stand out – not two, not three, not four

 Sometimes breaking the rules can work in your favour and result in a memorable design