What are the criteria for making a good brand logo?

Today lets talk about "what makes a good brand logo?" 

In fact, Brand management has taught me 4 fundamental criteria for making a good brand logo.

Criteria 1

It must be recognizable; logos should boost recognition of a company or brand, this is particularly important in stores as a means of speeding recognition of products.  Logo recognition occurs in two levels: first level is where consumers must remember seeing the logo and second level is where the logos help create a memory into a consumer's mind and these logos would remind consumers about the brand. This is also called correct recognition. False recognition occurs when people believe that they had seen the logo but actually they had not. False recognition induces a sense of knowing that might affect choice among unknown competitors.

Criteria 2

It must hold a meaning in the market; logos should evoke the same intended meaning across people. This logo or marketing stimuli should communicate one clear message that is difficult to misinterpret. If a logo has a clear meaning towards consumers, it can be more easily linked to the company or product the logo represents. However, a clear meaning may not specify or constrains the nature or content of the meaning communicated and this enables the company to choose a design best communicates the most desirable message to their customers.

Criteria 3

It must evoke positive affect; positive effective reactions are crucial to a logo’s success as this affect is transferrable from the logo to the product or company. Positive affect can be in terms of evaluation of the company. Positive effect can develop over time with increases exposure but can also be evoked by the design of the logo.

Criteria 4

It must be familiar; logos create a sense of familiarity even when they have never been seen before. This perception or familiarity, whether or not it is based on previous exposure, is called subjective familiarity. This familiarity could result from a logo brought to mind a familiar meaning or from the design being similar to well known symbols. Subjective familiarity can increase affect and create more consensual meanings. In addition, familiar looking stimuli tend to be perceived and processed faster, which is particularly important for logos.

Now for the interesting part. Here are some very good examples of a brand logo that has fulfilled all 4 criteria in fact they have way exceeded them and have made themselves very successful in terms of brand equity as well as brand salience:

I realised that almost every post I created, I used Apple as an example to explain the various concepts. The reason is simply because Apple is so successfully that the brand has captured almost every theoretical aspect of branding and I find that using Apple as an example makes my viewers comprehend whatever concepts I try to explain. I'm sure that everyone has been exposed to the brand Apple and can somehow associate with the Apple's brand experience. 

As usual, feel free to comment on my post and provide any feedback on my posts if you wish.