What are the general rules of designing graphic characters which identify a firm, i.e. designing a logo, in other words.

• A logo must distinguish itself... otherwise it would not be a logo. Since we design something that has to be a mark - there's no way out, there must be some!
• A logo must be practical. Your sign must be transferrable to other media. From a fax to a corn field (yes, yes!). Even more: a logo cannot be too complicated, that is…
• A logo must be straightforward. After reduction or reproduction in technologies with smaller resolution (e.g. burning in wood), a logo must be still readable. Remember that a logo which is too complicated also means a longer reading time and is worse to remember.
• A logo must be direct. We do not mean an aggressive message. Intelligence is useful and usable. The point is that the meaning or the message should be read instantly without any investigation or interpretative mistakes. And when talking about meanings....
• A logo must convey one message. It is often said that some signs are strong, recognizable and clear to read. One should strive to reach this. A logo is not a place for story-telling and not an illustration. Let us leave fiction to the press.

A good sign is defined by the following features: uniqueness, an idea, workmanship, timelessness, lack of unnecessary flashiness or showing off, customizability, scalability.