A general rule of thumb in logo design is that when you have an original business / product name (ie. Sony, Kodak or Sega) you should keep the design very simple (like all logo designs) and in some cases, this means having no logo at all.
Below you will find a diagram of a logotype designed for a recent client of mine – a business management consulting firm based in Brazil.
In this case, I modified the letters E & L to have angled slopes and to keep consistency, the angles are parallel with the angles found in the letter A , which also has a slight modification.
I am in the process of designing the rest of Beolchi Rangel’s marketing material but below you can see how another element has been brought into the design to help create the whole identity.
Have you ever designed a logotype? Did you find it difficult selling the idea to the client?