1 // SIMPLE

• Not too many elements
• Less is more

2 // MEMORABLE

• Make an impression on people’s minds
• Easy to recall when seen again

3 // TIMELESS

• Stay away from trends or fads that will come and go
• Use elements that are recognizable to all generations

4 // VERSATILE

• Can be used at 1” on a pin or at 100’ on a billboard
• Works in 1 color as well as full color or reversed out

5 // APPROPRIATE

• Relates to your service or product
• Is it fitting for your intended audience

6 // DISTINCTIVE

• Unique and original
• Stand out from other logos in the same market

7 // CONCEPTUAL

• Contain elements that are cleverly incorporated
• Discovery of these elements