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A simple logo design allows for easy recognition and allows the logo to be versatile and memorable. Effective logos feature something unexpected or unique without being overdrawn.

Following closely behind the principle of simplicity, is that of memorability. An effective logo design should be memorable and make a lasting impression.

A great logo should endure the test of time. The logo should be 'future proof', meaning it should still be effective in 10, 20, 50+ years.

A logo should be able to work across a variety of mediums and applications. Therefore, a logo should be designed in vector format, to ensure that it can be scaled to any size.

How appropriate the logo is for its intended purpose. For a logo, this means it should accurately reflect the company’s identity and resonate with the target audience.

An effective logo should be distinctive, memorable & clear. It should differentiate the brand from its competition, which means it has to be unique.

The logo should be relevant to the industry, the target audience, and the company culture. It should communicate the company's core values or mission.

Good logos have elements that are in balance in terms of size and placement, creating a sense of stability and coherence.

A logo should be effective at any size. Whether it's on a billboard or a pen, the logo should maintain clarity and legibility.