A good logo is effective, and capable of actively contributing to the achievement of objectives. Toud identifies a series of characteristics that a logo must meet in order to be effective:

1. Relevant

A logo is relevant if it expresses what is stated in the brand strategy, if it can anticipate elements related to the organization, or product. Thus, it becomes a strategic element, not one of art. The primary goal is to be relevant, not beautiful. Obviously, it must be harmonious, and balanced, but above all, it must be relevant.

2. Simple

A simple logo is easy to read, understand and remember. This is simple when it involves little interaction effort on the part of the audience. If it is simple, it is more likely to be memorable.

3. Unchangeable by the passing of time 

A logo must be independent of the design currents of the time, it must pass the barrier of time and be valid decades from now. There are around us a series of successful logos that are decades or even hundreds of years old.

An effective logo must be created by an expert. It must have certain proportions, and a certain compositional balance and, very importantly, it must work at very small, but also very large sizes.