Unique - your logo should stand out and be instantly recognizable in your industry.
Flexible - your logo should be usable on everything from billboards to pens.
Simple - your logo should be easy to recognize and not distract your audience with small text or special effects.
Works in color or black and white - your logo should be effective at communicating your brand regardless of how audiences view it.
Memorable - we all remember what logos for the "big brands" look like and yours should leave your audience with a lasting impression as well.
Illustrative - color, font and design are all important when it comes to your logo. Your logo should tell the audience something about your company.
Informative - when looking at your logo, audiences should be able to gain some understanding about your company.
Lasting - your logo should avoid using trendy fonts or cultural references. Your logo should be able to stand the test of time without major modifications.