Simplicity - An effective logo begins with Simplicity. Logos should not be overly complex, while unique is important, simple logos tend to stand the test of time far better than complicated logos.
Colors - Select only a few colors to use in the logo. It is rare that successful logos have more than 3 colors as an integral part of their design. Logos should work just as well in black as it does in full color.
Scalable - Logos should be easily scaled. Scaleability will allow the logo to be reproduced in multiple mediums.
Memorable - Logos should be easily remembered. Ultimately the image selected for a logo should evoke positive emotions from customers or potential customers.
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