1. Clean, a simple clean and clear logo, always works most effectively. It's memorable, easy to understand and can be recognised at a glance.
2. Memorable, having a memorable logo is very important, this is mainly achieved with principle one, although the design still needs to be appropriate to its target market, it is essential it can be recognised at a glance.
3. Lasting, an effective logo design should last, will the logo still be effective in years to come. A brand identity is forever, stand out from the crowd don’t follow the crowd! A good example of a lasting brand identity is Coca Cola, their logo hasn’t changed since 1885!
4. Versatile, a versatile logo should work effectively across various applications and media’s. It should always be created in vector format so it can be scaled to any size without losing quality. The best way to create an effective versatile logo is to first design the logo in black and white, then add colour later.
5. Relevance, a relevant logo has to be appropriate to its target market, for example a logo for a nursery would use a friendly playful font and colour scheme, whereas this theme wouldn’t work for say an accountancy firm.