A logo should reflect the essence of a brand. For this reason, it is vital that the design is appropriate to both a company’s products or services and focus. Other considerations include:

1) An effective logo should be distinctive and memorable 

2) It should visually connect to the company it represents 

3) It must be flexible enough to work in today’s marketplace. Meaning simple enough to portray its visual distinction in all mediums including the small format of mobile and online usage.