What makes an excellent logotype?

Designing a good logotype is one of the most challenging tasks for any professional designer.
To summarize any corporation or product's spirit in a few strokes requires more than skill and artist perception.
It requires many hours of research and study, as well as technique and experience.

The logotype must be unique, aesthetically agreeable, equilibrated and beautiful.
It must communicate with accuracy the targeted qualities and differentials.
It must attract, seduce and fascinate.
It must be simple and precise.
Excessive details or a too intricate design might not only distract from the product, it could also make reproduction and design application difficult and more costly.

A good logotype must also be able to be easily reproduced on many different kinds of surfaces like paper, plastic, glass, embroidery, embossed leather, and molten metal, among other endless possibilities. The design must be able to be kept clean and attractive, both in full color, as well as in black and white, and must be able to be read, along with having all of its elements recognizable when it is greatly reduced.

[Enio Souza]