Logo and crest designs for corporate ID purposes are one of the more enjoyable
challenges in the graphic design field because the mix between visual appeal and
identification must be unique as well as informative, and that creates an exciting
artistic and creative challenge. This process is often called "branding", "brand
identity" or "brand association".
Police, fire service, military and civil service crests & logos add yet another
dimension to the design process in that they must inspire as well. The designer must
also consider in this process the impression given to the general public, taking
carefully into account all possible reactions to a particular design.
Designing a logo or crest should always be regarded as a careful task. Once
"presented to the world" it should not be changed unless it's to update an
established logo or crest to reflect changing times or
some form of significant structural change within the
organization. The winged emblem of the United States
Air Force is a good example of this as it evolved from a
rounded look to something more 'space age'