First Sketches: Simple sketches upfront are welcome. Play with the forms. Form follows function (content / topic)
Intent: The abbreviation ROPO stands for Research Online Purchase Offline and describes the customer buying behavior for certain produrcts. online offline are important characteristics as well as search & buy. Please take that in mind. It is important for me to get the intent transported in the forms as well.
Balanced visual: The target audience with be both creative as well as conservative parties. Please keep the logo balanced, do not overdo colors, use harmonic size proportions.
Works with small Size!: The logo needs to be effective at small sizes as well. Readability, simplicity, and intuitive form for small sizes as well.
Color yes, but...: Color is ok. don't use brigt colors that are hard on the eyes. Logo must look good in black and white, grayscale, and two colors. I have no color preference. Please keep target audience creative and conservative parties in mind.
Design Style: No web 2.0 designs please. No Shadows. No "Bubbly graphics. Remember, it is for a consulting practice to enterprise customers.
Typography is Key: I love intelligent typo use. Play with font types & sizes. Do not use most common fonts such as arial, helvetica, comic sans, etc. Make sure the font is legible when scaled down to small size. Use of multipe font types is ok but keep it within a good limit. Good Font based logos I like are Yahoo!, Twitter, Coca Cola, FedEx,... The forms of the letters can be manipulated. Play with it and see if you can find, create, or use negative forms within the logo design.
Recognition: With just a glimpse on the logo, the brand should be recognized. Keep it original. Do not copy entire elements from big brands. Keep it unique and original.
Be unique: find something new. break the rules and take risks in design. Same is boring.
Simple & Clean: Simpler is better. Too simple is boring. Keep it on the edge and I'll love it. Use of minimal effects is fine. Keep it smart.
General: I'm interested in a logo that is easy to read, focuses on the font typography, is clean yet feels sophisticated. Serif / san serif both fine, use of additional elements such as :.! within the text body is ok etc are welcome as well. the core elements should be able to become reduced to favicon size as well. Playing with negative forms within the font complex would be nice.
Data: The font / fonts used should be mentioned and an editable text-based and vector-based file for adobe illustrator or photoshop needs to be delivered at final handover. If there is a license required for the fonts let me know upfront.