WHAT MAKES A GOOD LOGO?

Summary from the TLDR Design newsletter

A logo serves as visual shorthand for a brand, deriving meaning from the quality of what it represents rather than the mark itself. Compelling logos require strategic alignment with brand goals and must be distinctive, visible, adaptable, memorable, universal, timeless, and simple, prioritizing clarity over complexity. Most logo failures stem from a lack of brand clarity, leading to overdesigned marks that try to communicate everything instead of distilling the brand's essence with confident restraint.