A logo must be unique, memorable and timeless. It should be simple, original, recognizable, and convey your intended message.
“The dumbest mistake is viewing design as something you do at the end of the process to ‘tidy up’ the mess, as opposed to understanding it’s a ‘ day one’ issue and part of everything.”
“Many desperate acts of design (including gradients, drop shadows, and the gratuitous use of transparency) are perpetuated in the absence of a strong concept. A good idea provides a framework for design decisions, guiding the work.”
“Good design must be defined by appropriateness to audience and goals, and by its effectiveness, not by its adherence to Swiss design or the number of awards it wins.”