Take the logo I did for Quick Fox training as an example. Quick Fox is a company training journalists to write quickly and effectively. To capture this using simple shapes and using as few lines as possible I created a fox with an arrow-like head and a lengthened tail. The crossing front and back legs give the impression of a fox in full run and visually correlate with the X above. The fox’s tails flicks up to form the Q. The font itself feels like a headline.
Good logo design needs to capture the essence of a brand as simply as possible. Good logo design leaves the viewer with an immediate impression of what the company is about.