In the chapter "A logo should...", as the name implies, you will learn what criteria a logo must meet without fail.

If all these qualifications are fulfilled, you've taken a big step towards a good logo, and you may present the logo to your client with a clear conscience.

A logo should...

 

attract attention
The logo as an eye-catcher
have a clear statement
Convey a clear message
be comprehensible
Renounce complicated associations
be easily memorable
We "store" the logo
be inventive
Don't create plagiarisms of existing logos
be customer-oriented
The appropriate logo
have a clear shape
Design aesthetic logos
be reproducible
Devise a logo for all media
be timeless
The ever-up-to-date logo