A strong, bold silhouette is the hallmark of a great logo - it ensures that the logo can be recognized low resolutions, from afar and on mobile devices.
Color and contrast can help draw attention to your brand. Although color is very subjective, color psychology is one of the most effective ways to establish brand positioning. We recommend that every logo have at least some color component.
Ultimately, these are simple rules of thumb - there are many well-designed brands that don't adhere to these standards. Knowing when to depart from the norm comes down to human judgement, which is still beyond current AI.
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