What is a logo?

What is a logo not? Well, it is not just an illustration. Nor is it a fancy font.

First: A logo, like any form of visual communication, is primarily an idea, like paper clips or sticky notes or e=mc2 or the golden arches.

Second: A logo must hook the eye of the consumer.

Third: It is not enough to catch the consumer's eye, you have to keep their attention with an illustration that conveys an idea that is interesting and relevant to the viewer.

Fourth: A logo is a form of information and communication: the how, when, why, where and what of that idea. It is the call to action, the call to eat a hamburger when you see the golden arches miles away.

An example

An Idea — Why does my logo read as "bicycle" when half the letters are missing. In a more abstract manner, it conveys my passion for new creations, adventure and design. I hope it will invoke people to ask, "What is the connection between bicycling and graphic design?"

Eye catching —Simple circular shapes and roughly complimentary colors (cyan and gold) read quickly at a glance.

Attention keeping — It is an elegant design which pleases the eye, and it is a curious puzzle.

Conveys information — It reads as "Blue Bicycle". It gives the viewer the impression of adventure, design, elegance and simplicity. Also it combines two familiar elements into something new, interesting and mysterious. These ideas or feelings are how I like to view my business and design philosophy; and the type of people that resonate with these ideas are the type of customers I like to attract.