I am not a designer. In fact, I’m barely a writer. But I just got copied on an email from Anne Peck Gibbons on the rules for designing a logo. I think it’s good stuff.

1. Logos are graphic. They are not illustrations–they are best when developed like a branding iron.
2. Logos are one or two color–to save printing and production costs for our clients.
3. Logo colors don’t touch–because when you convert to black and white, grayscaling is required
4. Logos are solid ink (PMS) colors. They do not have gradients—gradients do not translate into all production environments
5. Logos are readable when reduced to 1/2 inch in height.
6. Logos are shapes. Lines, when reduced, disappear.
7. Logotype designs are exceptions to some of these rules.

So, there it is. Hope it helps.