Think of the most iconic logos in circulation — Apple, McDonald’s, Twitter. What do they have in common? They don’t overdo it. All rely on one very simple symbol to capture people’s attention. Apple and Twitter don’t even include any words in the logo. They don’t need to.

The right font, character or illustration should sum up your company with no extras needed. The image you choose should be dynamic, so it’s memorable. But don’t load it down with excess wordiness or art. A logo should tell a story in a glance.