The logo should be easily recognizable. It will appear on billboards alongside Interstate highways, so it can't be overly complicated. You may use colors, but limit it to 2-3 colors so we can embroider the logo on shirts. Avoid color fades and shading.
When I started this contest, I wasn’t sure what I wanted my logo to look like. Now, after seeing 350+ submissions in just 48 hours, I’m getting a good idea of what I like and what I don’t like:
I DON'T like small elements (arrows hidden in letters, tiny windows, etc.) that are hard to see. We will use our logo on billboards alongside highways where drivers have just a few seconds to see it. Anything that requires more than 1 second to notice is a waste.
I like simple, bold fonts that are easy to read from a distance. I don’t like script, mixing different fonts together, or letters that are upside down or facing backwards. It can also be confusing when you use all caps because UPSIDEDOWN can be misread “UPSIDED OWN”.
Our company is called UpsideDownHouse (or UpsideDown.House); it’s not UDH. I don’t like seeing initials because I don’t plan to use them in marketing. Also, the word “House” is critical. Without the “.House”, our customers can’t find us online. I’ve seen too many submissions where the .House was small and hard to read. Those submissions will be eliminated.
In general, I like seeing our name and a graphic image (of a house, a roof, or something else) combined together. When you put the name of the business below the image or beside the image, it makes it harder for me to add taglines in the future. Still, I do like a few designs where the business name is separate from the artwork.
I don’t want a complicated logo. I’ve seen a lot designs that include 3 or more graphic elements; that’s too many. I also don’t like logos with a lot of lines leading my eyes back and forth.
I like seeing colors in the logo, and I like it when you show me how it could look with different color combinations. I don’t like seeing logos against colored backgrounds or on unusual backgrounds (for example, etched in steel.) If you want to show your logo against a billboard, that OK but it’s not necessary.
I don’t know why, but several of you (you know who you are) post very small versions of your designs. To see them, I have to zoom in and then try to re-center the image, wasting time. PLEASE post full-size images so I can see the details without having to zoom.
I don’t like seeing $ dollar signs, dice, or anything that implies gambling. I have seen some other non-house-related images that were interesting. I expect the final logo will probably include some kind of house imagery, but it’s not absolutely required. I really liked a couple of logos that didn’t even include a house image at all.
I really hope this list helps you. I want to get the best logo possible without wasting your time or mine.