2. Recall 

A logo does not always need to describe what your business does. Have you ever seen a car manufacturer with a picture of a car as its logo? How about a shoe manufacturer? It would look silly to have a picture of a shoe… on a shoe. 

When using icons in your iconic logo design, consider icons that could communicate your brand without the company name. It should be easily recalled if, after a person looks at it, he or she can immediately describe its basic elements (examples: Swoosh for Nike).

This will allow you to use the icon as a stand-alone image (on product packaging, for example). 

For a person to retain and identify with a mark (your icon), a little mental tennis match must be played with it. If an icon is too blatantly obvious or easy to ‘read,’ the viewer often feels no sense of discovery or personal equity with it. But remember that too much abstraction can be dangerous because your message can be lost. 

3. Timelessness 

When looking at designs, ask yourself. How long will the logo be effective? Will it endure 10, 20, or 30 years of changing time? 

Think about the Coca-Cola logo. Trends have changed, but it didn’t change much since 1885. 

Take that idea from Coke. When it comes to brand identity, longevity is key. Timeless designs create an impression no matter the generation.