The first thing to be sure about when starting to design a logo is what it should transmit. So you will have to draw up a plan stating what aspects of your company you want to convey to the public, how you want the public to see your company. The possibilities are endless: classic or modern, massive or individual, rigid or changeable, etc. The choice of the image you want to convey must be appropriate for the target group your company has in mind. For instance, if your company deals with products mostly consumed by a group of conservative people between 40 and 70 years old, using a modern and innovative logo is not a good choice, using a more classic logo referring to traditional values would be much better. But if your company works with original products (for instance developing software) and uses this classic logo referring to traditional values, it will be seen as obsolete and managed by people who do not know much about the needs of the new technologic generation.

Although this is not only about choosing how you want your company to be seen by the public but also about finding out how the public sees it. Radically changing how your company is considered by the public requires hard work, not solved just by designing a logo appropriate for what you wish to convey. If you are aware of how the public sees your company, you will be able to design a logo not moving fully away from that image but giving a new meaning to what your company is, a logo using what the public sees to make it see a different thing. Not paying attention to what the public thinks of your company is a serious mistake when designing your logo, for if you move too far away from what the public considers your company to be, you will lose recognition and, probably, your sales will also decrease. The important thing is to be careful when designing a logo and being able to combine, lively and skillfully, what you want your company to represent with the image the public already has of it.

Of course, if your company is very recent, you will be completely free to develop a logo firmly anchored in what you wish your company to convey since the public has not heard of your company yet, maybe because you do not have a logo properly representing you.

Anyway, a good logo is one fully portraying a company’s basic features and not one portraying the fantasies the company’s owners have about it. The logo has an overwhelming power but it will not be able to prevent the consumers from feeling frustrated if the company is not up to what its image refers to. The logo works advertisingly, although you must take into account that the logo is your company's constant image and therefore it cannot convey an image that is not kept throughout time. If a company’s logo is well-designed, it will represent what the company is and will make it grow extraordinarily in the market.