Logos are the most minimalist representation of a company, institution, or project. They can represent values, concepts, and attitudes. Logos are everywhere, and we see hundreds of them every day. Because of this, a good logo must be
1. Distinctive, so that people uniquely associate it with its owner.
2. Appropriate, so that it conveys the right feelings and values that are associated with the brand's environment, industry, or product.
3. Simple, so that it sticks in people's minds and can be reproduced in different conditions (print, digital, small sizes, etc.).