There are some solid rules about logo design. They are often violated, which pretty much guarantees problems.

Here are seven fundamental design rules for logo success. Good logos follow all of them. Bad logos don’t. Ignore them at your peril:

1. Logos should be designed in such a way that they work at a great distance or at a glance, as well as close up. If you can’t tell what a logo element is at every size, you need to lose it or change it.

2. The difference in sizes between the largest and smallest text shouldn’t be much more than 2 to 1. Logos are used at many sizes, so any text needs to be readable when used small, such as on a return envelope address. On the other hand text should not look overly “horsey” at largest size usage.

3. A logo has to be able to work against different backgrounds. It may require different versions to use against different backgrounds, but if yours combines very light and very dark elements, it won’t work against either one.

4. Most logos should be wider than tall (emblems are an exception). This fits with the way they are mostly used.

5. Logos should be designed in such a way that they will work in black and white or possibly in two colors (possibly with some adjustment from a full-color version).

6. Don’t try to make a logo do too much work! It’s just a symbol for your brand, company, product or service. Your customers aren’t going to suddenly go on a buying frenzy because you have a great new logo.

7. But, this much is true: A logo must be consistent with what your sell and who you sell it to. Example: Don’t use cartoon colors if your product isn’t for small children.