We’ve all heard this acronym for “Keep It Simple, Stupid”.
A variation on this from the Bill Clinton’s 1993 run for US President: was “It’s About the Economy, Stupid”. It helped the campaign stay on topic.
Brevity is the very soul of great logo design. You have just a second to attract the attention of your target audience, so every element of a logo needs to work hard to convey your message.
The logo above needed to convey this message: “Help take care of our military veterans in need this winter by donating a sleeping bag or blanket. It’s time to give back to those who’ve done so much for you.” Everything about this logo, from the color to the bold urgency of the tagline helps to get this point across quickly and succinctly.