1. Simplicity: A simple logo is easily recognizable and memorable. It should convey the brand's essence without being overly complicated.

2. Relevance: The logo should reflect the company's values, mission, and industry. It should resonate with the target audience and communicate what the brand stands for.

3. Versatility: A good logo works well in various sizes and formats, whether it's on a business card, website, or billboard. It should be effective in both color and black-and-white.

4. Timelessness: While trends can be appealing, a great logo should have a timeless quality that doesn’t require frequent redesigns. It should remain relevant for years to come.

5. Memorability: A distinctive logo helps a brand stand out in a crowded market. It should be unique enough to be easily remembered by customers.

6. Appropriate Color Scheme: Colors evoke emotions and convey messages. Choosing the right colors can enhance the logo's impact and align it with the brand's identity.

7. Typography: If the logo includes text, the font should be legible and appropriate for the brand's personality. The typography should complement the overall design.