1. Should reflect the objective and features/products of the organisation.
2. Should be visually pleasing
3. The design should be kept simple
4. Should have a recall value
5. People should be able to relate to the logo and have faith in the company
Types of logo:
Text Logo: Most companies these days opt for a text logo incorporated with customised fonts. Many use their company names as their logo. For example, Microsoft, Lenovo, Ford, Google, Microsoft. Text logos are simplistic in their designs and easier to recall.
Symbol Logo: Logos that have a specific sign to represent the company or the organisation are the symbol logos. A lot of care is taken while selecting such a logo as it has to relate to the business as well as have a recall value, which means a lot for businesses. Examples of companies with such logos are Nike, Addidas, UNO, UNICEF, Mercedes, Olympics, etc.
Combination Logo: Such logos incorporate text as well as a symbol. They are easy to recall and decipher. They require a meticulous designing that can represent an organisation closely.