Simple

Logos that have stood the test of time, and that have been successful have been
very simple — just look at identities such as Nike, Apple, IBM and Mcdonalds for
proof of this. In fact, you will notice that all the top 100 most powerful brands
have simple logos.

Memorable
The company logo is the one component of a brand identity which is likely to be
included on every business touch-point, therefor, you want people to remember
it. Memorability is achieved through simplicity, as people remember simple
shapes faster.

Appropriate
A logo should be appropriate for its intended audience.
For example, if you aim to target children you might for example use a fun, bold
typeface, whilst this same style wouldn’t be appropriate at all for a corporate law
firm.

Resizable
A business logo will be used in a number of different locations, from the side of a
pen, to the side of a building – It needs to work effectively at both 10 millimeters
and 10 meters. Go back to the top 100 brands, and you’ll notice that almost all of
these are instantly recognizable at even the smallest sizes.

Timeless
An effective logo should be timeless, and stand the test of time. How will the
design look in 5, 10 or even 50 years? Avoid using logo design trends as they date
quickly.
By: Logo Geek