1. No one understands fonts better than you, your colleagues and relatives. Just spin all the fonts in a row until you like something. If you can select another word inside a word, be sure to do it, be original:

2. No reputable company will work with a logo consisting of a couple of lines:

3. The logo should clearly communicate what you do:

4. When the logo is ready, be sure to add your favorite colors to it, like Apple, McDonald’s and Google:

5. A type logo is the first sign that a designer is trying to cheat: