When you think of the great surrealist, you'll probably summon up images of his outlandish moustache, melting clocks, giraffes on fire, or a lobster on a telephone. You are less likely to think of lollipops and daisies.

In 1969 Dali was having coffee with his friend Enric Bernat, the founder of Chupa Chups, the Spanish lollipop manufacturer. Bernat had been making lollipops for just over a decade and was thinking about developing his brand. Dali started to doodle on stray pieces of newspaper and soon came up with the now iconic 8-petaled daisy design.

The logo design has remained unchanged since then and Chupa Chups has gone on to be a truly global brand.

The logo's success is down to the same factors that underpin all truly great logos. 

The design is wonderfully simple; a child could easily draw the logo in crayons using just a few basic colours.

The logo is very adaptable too. It performs its job, equally well, online, in print, on a POS display, on the side of a delivery van or, of course, on the top of the world's most successful lollipops. Again, this is due to it's simplicity.

The daisy is unfussy. Often, adding embellishments, a wide colour palette, and special effects (an easy temptation in the Adobe age) will make a logo less immediately recognisable and unique to the brand. Just because something "looks cool" doesn't mean it is the best solution for your brand identity.

As a result, the logo is an immediate, striking, memorable and timeless image. Dali certainly knew a thing or two about creating those.

Sunflower's design work will not be in the same league as Dali's. However, I am a firm believer in the power of simplicity–it doesn't always win awards but it does win sales.

The sample logo designs below were created for Dimples, an infants' apparel and equipment retailer.

I would be very interested in your opinions on which of the two designs you prefer

Logos are your unique visual identity. They should be functional, communicate directly to your core customers and should clearly reflect your brand's values

Sunflower creates bespoke logos which are unique to your brand. Get in touch and let Sunflower take care of your next branding project.

I must be in a very tiny minority.

Not only am I really looking forward to the 2012 games but I quite like that logo. Actually, I love that logo.

There, I said it. I'm out and I'm proud.

Since its launch, the logo has been widely and consistently derided. A joke. A national embarrassment. The bete noire of 2012 haters everywhere.

So here's why I think it works. Why it has a fighting chance of being a future classic.

When designing a logo or, ahem, a corporate identity, the following points should be considered. In no particular order:

#1: Avoiding the Bleedin' Obvious

That shape. What is it? (2012 as it happens). Does it really matter?

The great British public were quick to complain that the 2012 logo didn't blatantly visualise either sport, London or Britishness. Helpful feedback suggested the logo should feature Tower Bridge, the Union Jack or other such roaring cliches.

According to that logic, Nike and Adidas should have running shoes as the foundation of their logos. Well, the iconic swoosh and 3-stripes seem to have served those brands rather well.

I realise my own Sunflower logo goes against this argument. I'm certainly not against a literal interpretation. Apple and Penguin books are but two cases in point. However, don't be afraid to approach logos more abstractly.

#2: Versatility

The 2012 logo works (i.e. it stands out, is easily recognisable) everywhere. It works on a postage stamp, a souvenir keyring, website, ticket stub or 50ft high on the side of a stadium.

It works in colour. It works in black and white.
It is easily adapted for use in the paralympic games.

#3: Keeping it Simple

Another popular complaint about the 2012 logo is that it looks like it was drawn by a 5-year-old.

In my opinion drawn by a 5-year-old should be the acid test for any logo.

The Nike swoosh, McDonalds arches and Apple's apple could all be successfully reproduced by a young child.

If a logo takes more than five seconds to doodle on the back of an envelope it is over-complicated. It is trying too hard.

The simpler the logo, the easier it is for the consumer to identify and internalise.

Modern graphic design software allows for amazing levels of depth, shading, 3-D rendering etc. However, if your logo cannot be accurately reproduced with 2-3 Crayola, it's probably time for a rethink.

#4: Speak to your Target Market

Much has been made of how one of the key goals of the 2012 games is to inspire a new generation of British athletes. That these games are all about the kids. The 2012 logo is not supposed to appeal to old farts like myself.

Quite rightly, the 2012 logo should resonate more with the Tynchy Strider generation than either mine or my parents.

#5: The colours work on their own

Picture a bright red circle just to the right of a bright yellow circle…

now think of a credit card…

Priceless?

Great logos can be identified by their core colours alone. McDonalds' red and yellow, Coca-Cola's red and white, Easy Jet's spray-tan orange.

These logos:
a) use a very limited range of colours. Sticking to just 2-3 colours makes it much easier for the consumer to process (can also be cheaper to print/ reproduce)
b) apply these colours consistently, over time, across all marketing communication.

The shocking pink of the 2012 logo is immediately identifiable, unique and can easily be picked out across a vast stadium, a t-shirt or a tiny lapel pin.

#6: The Power of Typography

Many iconic logos rely squarely on a unique, often bespoke, typeface alone.

Consider Lego, Disney, Google or the BBC: no cute picture, no whizz-bang special effects, just three letters and one typeface. Extremely powerful.

The 2012 typeface takes a back seat on the actual logo. It is consistent with the brand values of youth, freshness and energy. It is also used successfully for headings, etc. across the 2012 marketing communications.

So here's to a successful 2012 games. Regardless of our ranking in the medals table, I shall wear my ridiculously overpriced merchandise with pride. Go team GB!