The purpose of a logo is to represent our brand with a visual mark that will convey our company’s message. All the marketing materials such as photography website, business cards, email signature, and in some cases even the watermark provide an opportunity for the brand to be remembered.
Hence, a simple logo should be a classic case of the “less is more” rule which shouldn't contain too much text, colours or objects, etc.
There are seven factors that "What’s hot and what’s not" for the logos.
1)Simplicity
There is one more reason to take the sleeker path, the number of people that will visit the website from tablets and smartphones (i.e. small screens) is growing. Hence, the logo needs to minimise and simplify.
2)Geometric shapes
A simple line, a triangle or a polygon can go a long way. As photographers, they are especially fond of squares and circles that can imply a simple structure of a camera, lens, or a frame.
3)Negative space
Negative space is the space between or around solid colour elements. A certain combination of shapes can form an optical illusion of another shape in between.
4)Cropping
Cropping a small part of a letter, while keeping it recognisable, will turn the simplest of words into an intricate typographic design.
5)Handwriting
Handwriting is personal, effective, and doesn’t require too much effort.
6)Black & White
B&W is classy, bold, simple, and straight to the point.
7)Gradient
A gradient can create delicate transitions between softer tones, will attract any colour-loving eye.
