1.     Simplicity: Keep the design simple and easily recognizable. A cluttered or overly complex logo can be difficult to understand and remember.

2.     Memorability: Aim for a design that is memorable and sticks in the viewer's mind. Think about iconic logos like the Nike swoosh or the Apple logo.

3.     Relevance: The logo should be relevant to the brand or organization it represents. It should communicate the essence of the business or the values it stands for.

4.     Versatility: Ensure the logo works well in various contexts, from business cards to billboards, from digital screens to print media. It should look good in both color and black and white.

5.     Timelessness: Aim for a design that will still be relevant and effective years from now. Avoid trendy elements that might quickly become outdated.

6.     Scalability: The logo should look good in different sizes. It should be recognizable whether it's on a tiny app icon or blown up on a large banner.

7.     Color Choice: Select colors carefully, considering the psychology of color and how it relates to your brand identity. Limit the number of colors to keep the design clean.

8.     Typography: If the logo includes text, choose a font that complements the overall design and is easy to read. Make sure the font conveys the right tone.

9.     Uniqueness: Strive for a design that stands out from competitors. Avoid using generic symbols or clichés commonly associated with the industry.

10. Flexibility: The logo should work across different platforms and mediums. It should maintain its integrity whether it's on a website, a product label, or a promotional item.

11. Meaning: Consider incorporating elements that carry meaning or symbolism relevant to the brand. This could be a subtle reference or a more obvious representation.

12. Feedback: Get feedback from various stakeholders, including colleagues, clients, or focus groups. Different perspectives can help identify potential issues or improvements.

13. Adaptability: While it's important to have a primary logo, consider creating variations for special occasions or different applications while still maintaining brand consistency.

14. Test: Test the logo in real-world scenarios to ensure it conveys the desired message and resonates with the target audience.

15. Legal Considerations: Ensure your logo doesn't infringe on existing trademarks or copyrights. It's essential to have a unique and legally viable design.