I love a good logo. There is nothing quite like the elegance of a brand boiled down to its core values and essence and then visualized in a single symbol or signature. Great logos or brand identities are simple, iconic, and powerful.

Simple means the identity doesn’t have to literally represent every single aspect of the brand, but it does have to be able to encompass everything the brand delivers, and that is no small task.

To be iconic a brand has to be aware of its industry, and look for white space or opportunities to differentiate, As well as be aware of general trends, and the overall cultural and human experience that is delivered by its symbol or signature. Of course, always being sensitive to building or leveraging its heritage where appropriate, which is really a key point—the idea that great brands always evolve their identity to be relevant to the era, brand, and most importantly the customer. Coke, AT&T and Apple are great examples of brands that understand that their identities or logos are living breathing assets that must be tended to like a garden from time to time in order to keep them fresh.

When is an identity powerful? I think there a several measures to consider. First and foremost, do your customers think it signals the right kind of emotions? Next, it's important to understand the uniqueness of the mark. Is it different, disruptive, eye-catching, attractive, aspirational, really is it special? Does it have badge factor? Do you want to wear it? When the brand can answer yes to these questions there is a good chance the mark is powerful.

If the brand is repositioning or changing in a significant way then a refreshed identity is a powerful tool to let customers know that a change is going on and invite them to experience the brand again. The visual relevance is another big indicator. Is your identity dated? If it is, then it may be sending the wrong signals to your customers. Of course, sometimes brands can evolve and revolutionize and maintain their identity. That’s great when it can happen. Fashion brands are examples of marks that tend to be relevant longer, partly due to the equity many of them established from continuously changing and evolving product so their identities are constantly evolving in our perceptions as well.

It’s important to remind ourselves that the entire brand perception doesn’t rest on the logo’s shoulders. Ultimately a logo’s symbolic meaning is built over time by all the actions, messages and products of the business as well as all the customer interactions and experiences with the brand. At the same time, the logo is the foremost brand ambassador and anchor visual element. It’s the face of the brand.

When its done well, a simple logo can transform someone’s entire perspective and that’s one of the most magical things design and branding can deliver.