An effective logo is the foundation to your branding imagery. Logos are a two-dimensional piece of commercial art.

Every two-dimensional and three-dimensional artwork is constructed with design elements. Design elements are hue, space, line, texture, shape/form, and repetition. Principals of design are harmony/unity, balance, movement, scale, dominance/hierarchy, and contrast. They are executed differently in every medium. The execution of a bracelet is different than the execution of a business card, but the starting point is the same. 

Advertising/marketing jargon refers to a logo as identity. The logo is the graphic identity of the company to which other graphic items are build upon. Branding is the big picture of all your graphic imagery such as, print media, web/mobile media, social media, apparel etc. Anything clients/consumers see is the brand image of your company. Branding is the company FEEL.

There are many reasons to redesign a company or organization’s logo- to keep up with the digital era, to match the integrity of the company, or to create a new sense of vivacity. There are many justifications.