The primary role of a logo is to identify… Remember this, as it trumps all other advice you’ll ever hear. Identification is what really matters.
Trends come and go, design tools and techniques will evolve, what we perceive a logo to be may even drastically change with time, but for all eternity the single most important goal of a logo will always remain this – to identify the person, product, business or service you’re designing it for.
A well-designed logo - memorable, helping customers to remember the brand.
The logo that correctly represents the business, to attract the right audience.