Your logo needs to be easily identifiable at a glance. Allow for changes of size and colour. Good logos deliver something unexpected and are unique without being complicated.
An effective logo should be memorable. Keep it simple and appropriate to the nature of the business. The Audi logo has a global presence. Children from a very young age play games in memorising what cars they recognise via their identity.
An effective logo should be timeless and should avoid trends. It should last the test of time. How will your logo look in 10 years time?
The London underground logo is timeless. The identity is over 100 years old and has worldwide iconic status, it’s application of use is still going strong.
A good logo can be used in a variety of sizes and colours. Your logo should have the versatility to appear on collateral for a pen to a plane. This dramatic physical scale in usage demonstrates how an identity needs to work across a wide scope of collateral.
A professional logo should be fit for purpose. The logo should be appropriate for the intended audience. For example a logo for a toyshop could be colourful and playful in its execution however, the same wouldn’t apply to a law firm.