Deadly Sin of Logo Design #4 Fixed: Removing Wayward Parts (Parts Out of Harmony)
Badges usually suffer from lack of legibility by stuffing the text inside a shape. Other identities project a mood at odds with what it should be.
Deadly Sin of Logo Design #3 Fixed: Having Enough Contrast
Every color has a value. To ignore this is to forfeit logo legibility, which should be an identity's primary quality.
Deadly Sin of Logo Design #2 Fixed: Having Sufficient Mass
Without a certain amount of mass, neither logos nor signatures are easily read and are much less effective.
Deadly Sin of Logo Design #1 Fixed: Able to be in Solid Black (Or Any Contrasting Color)
Companies and designers are beginning to see that a design that can work in solid black will be stronger.
Introduction to Logo Design Theory
Who is this guy and why deos he think he knows so much about branding design?