What's in a great logo?

Simple

Simple enough to be easily recognized and expanded into different applications to maintain brand consistency, the logo must work in black and white before applying colors. (Examples: Coca-Cola, Apple)

Memorable

A great logo must have a secret sauce, it's usually something you can't describe but it's there, and you can feel it. (Example: Nike)

Appropriate

It must fit into the context of the brand, some styles can't be used because it doesn't make sense to the brand nor the industry. (Example: Toys'R'Us)

Stands the test of time

What makes a great logo? Is there a recipe for creating a great logo? Is it luck? or should the stars need to be aligned to create a great one?

Simple

Simple enough to be easily recognized and expanded into different applications to maintain brand consistency. (Examples: Coca-Cola, Apple)

Appropriate

It must fit into the context of the brand, some styles can't be used because it doesn't make sense to the brand nor the industry. (Example: Toys'R'Us)

Distinctive

A great logo must have a secret sauce, it's usually something you can't describe but it's there, and you can feel it. (Example: Nike)

Other short notes:

• Logos are identification not communication.
• Complicated logos aren't flexible, they can't be expanded into multiple applications.
• A logo needs to be effective without color.
• Logos gain power with time, you don't have to love a logo at first glance (Example: Phil Knight the founder of Nike didn't like the swoosh logo at first, he rejected the logo and was looking for other options)