Logo isn't just a visual emblem for the public; it's the company's manifestation. A logo will describe the image as a whole. Their projects are awesome. They eventually become the face of your business. The public has to feel associated with your logo or company. Logo is the first thing the customer sees about you, they know you by your logo because they do not want to become associated with the business unless they feel linked.
Your logo needs to be unique so people can trust your brand or company. When you imitate any other brand's logo then it is dishonest and the audience won't trust you for the work you'll be doing for them. For example, only the airplane logo would not be innovative for an aviation industry.
When designing a logo make sure the logo looks timeless and ravishing. This does not seem to be a good idea to fall for the current trend because the trend will fade out and you want the company to live for the coming eternities.
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infographic by: designkiki.com