A logo must be appropriate for the business it identifies. A proper logo will fit the target audience, be memorable, scalable and be describable. And most importantly, an effective logo will clearly distinguish a company from its competition.
To create a strong logo it's important to know who the company is, what they do, what products they make, who their clientele is, and what their ideals are. It is also important to look at the competitors, and why they chose the logo they did. Specific features of a business can play a major role in the design. This might relate to the company’s environmental friendliness, sustainability and uniqueness.
All of the above points are used to create the logo. When it is finished, the logo and the creative process in designing it are used to create the company’s other communication products such as stationery, business cards, envelopes and the company website