1. It must be memorable. (Does the company come to mind at a glance?)
2. It must somehow reflect the values of the company.
Our Logo is simple. "It looks like a little kid drew it" is what we often hear. That is because it was in fact designed by an 10 year old.
Here is the original:
We tested it against some of the "cool" designs that the graphic artists came up with. The one the kid did beat the heck out of the high dollar one in "I'll remember that one" department.
As for representing our company values? Take that you $390 an hour corporate image consultants! You have been beaten by a child. (Not just beaten, but trounced, shamed, pwned, owned and just flat humiliated). Our kids are central to our values at Lime Tree. We think we should show it.
