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An effective logo is distinctive, appropriate, practical, graphic, simple in form and conveys an intended message. In its simplest form, a logo is there to identify but to do this effectively it must follow the basic principles of logo design:

• A logo must be simple. A simple logo design allows for easy recognition and allows the logo to be versatile and memorable. Effective logos feature something unexpected or unique without being overdrawn.
• A logo must be memorable. Following closely behind the principle of simplicity is that of memorability. An effective logo design should be memorable and this is achieved by having a simple yet appropriate logo.
• A logo must be enduring. An effective logo should endure the test of time. The logo should be 'future proof', meaning that it should still be effective in 10, 20, 50+ years time.
• A logo must be versatile. An effective logo should be able to work across a variety of mediums and applications.
• A logo must be appropriate. How you position the logo should be appropriate for its intended purpose.