Your logo should communicate clearly and concisely, who you are and what you do. Take the corporate identities of Nike and Apple for example – they each use a very simple icon that with or without text, is easily recognisable, striking and can be reproduced at any size. The more complex the logo, the harder it is to reproduce at smaller sizes and can lose detail. To design an effective, memorable and timeless logo that communicates your message successfully, simplicity is key. Your logo should communicate clearly and concisely, who you are and what you do. Take the corporate identities of Nike and Apple for example – they each use a very simple icon that with or without text, is easily recognisable, striking and can be reproduced at any size. The more complex the logo, the harder it is to reproduce at smaller sizes and can lose detail. To design an effective, memorable and timeless logo that communicates your message successfully, simplicity is key.