A logo design should reflect the emotions of the company it represents. To harness its characteristics and traits, and articulate them to your target consumers instantly.
It should be simple and leave a significant impression, one that can be processed without a second thought, essentially etching the logo design in their heads. This is a critical first step in instigating brand awareness.
If all a customer sees is your logo, they should still be able to take away a point of view that communicates your brand ideology.