Identifiable– It should clearly reflect your business’s values and services.

Legible– Choose your typography carefully. This goes for illustrations also. If your logo design has an illustration that is hard to identify, it’s going to confuse your audience.

Simple– Keep your logo neat and simple. The more elements you add to a logo the more it’s going to sacrifice legibility.

Unique– When someone sees your logo you want them to think of your business. Think about shape, color and typography and be consistent.

Adaptable– With today’s increasingly evolving technology, you have to make sure that your logo can work on a variety of platforms.

Link– https://rubyporter.com/branding-logo-design/5-important-aspects/

News– https://hbr.org/2019/09/a-study-of-597-logos-shows-which-kind-is-most-effective