Simply put, your customers need to be able to read it. It may seem basic, but far too often this factor is compromised for whim or cleverness. The final product should be consistently clear, distinctive, and easily identifiable.

Your logos need to be easy to read in all applications, mediums and formats. Whether it appears on a fax, an outdoor sign or an embroidered shirt, your logo need to look great all the time.

Your logo needs to succinctly answer the question: "what do you want your audience to think when they see it?" The better the answer, the quicker you'll be able to connect with your target audience.