be comprehensible

Renounce complicated associations

By no means should it occur that a viewer doesn't comprehend a logo. This could happen if you use associations that are too complicated .

Similarly, this can happen if we abstract images too much. For example, most people would recognize a strongly abstracted motif of a bunny, consisting only of black specks, as a bunny. Only a few would still recognize the bunny if the image was rotated by 90° or even by 180°.

The logos that are best recognized and remembered are pictorial logos where the name of the image is the company name. Two examples: Shell and Apple.