Simple

Complex designs are never appropriate for brand identities.

Practial

Every logo must be suitable for all means of communication: TV, uniforms, printed material, etc.

Consistent

Every piece of communication made by your company must reflect a good brand creation process. You will never find certain colors such as pink or orange on a Coca-Cola label, nor a different font for McDonald’s.

Unique:

Your logo is if it is similar to your competitor’s image or name.

Memorable

Colors are essential elements for brands and generally they are the most memorable aspects. There are other symbols or codes that will help a brand to be remembered.

Reflective

Your logo must reflect the goals and values of the company. If the company represents quality, then the brand colors, style and photography must reflect this as well.  What are the brand values? Can these values be perceived when looking at the visual image?

Adaptable

Your Logo must be adaptable to the end market. A very modern logo may not register with conservative consumers.

Sustainable

Your logo needs to be contemporary but classic.