No other design format more misunderstood and mystified than logo design. It seems everyone has a theory about what makes or breaks a good logo, but none of them seem to be working.
Here are top logo design myths to be aware of, and to avoid at all cost:
1. A Logo Has To Tell Your Brand’s Whole Story
A logo is not a storytelling device — it’s a form of identification. Countries have flags, royal families have their crests and companies have their logos. They all serve a single purpose — to identify and differentiate their owners from everyone else in the crowd. 
A logo is an expression of a company’s identity — the things that matter and have meaning to the company. As such, it’s perhaps the only commercial device which isn’t intended to boost sales, but provide a form of identification and a source of pride to company owners and employees.
2. A Logo Must Include A Symbol
Some of the most famous logos have no symbols at all, just well-crafted type.
However, that doesn’t mean symbols are bad. Sometimes a symbol can become more memorable and ubiquitous than the company name itself, such is the case of Apple, Nike or Pepsi.
Only use a symbol if you need to represent something important to the company. If not, it’s best to consider more typographical solutions.
3. A Logo Has To Be Timeless
Like everything else, logos age. From time to time, they need a little updating to make them look less antiquated and more in line with current trends. Companies like Shell, IBM, Xerox, Volkswagen and Coca Cola changed their logo design nearly a dozen times so far, improving their look with each iteration.
So don’t worry about creating a timeless logo. Create something that works now and there will be plenty of time to improve it later.
What logo design myths have you heard?