What makes a LOGO effective?

According to William Lidwell, designer, teacher, and author, and quite frankly he gives the best explanation I have ever heard. It all comes as he graciously explain, an effective logo triggers 4 cognitive events in order:

1.Attention

2.Response

3.Meaning

4.Memory

This is called the ARMM model.

Let’s break this concepts down.

Attention

Anything that deviates from the norm -> novelty, unfamiliar, different. Making it significantly different from other in it’s category
Take something that triggers an instinctive response, and exaggerate it to amplify the response.
Mask or break up a logo. Use negative space to create new elements.

Response

Make sure the basic shapes and typeface used aligned with the emotional tone of the brand.

Aggressive: Triangles and vertical lines convey dominance, authority, credibility and action.

Friendly: circles, horizontal lines and simetric shapes conveys submissiveness, collaboration, honesty and stability.

Generally speaking, squares and rectangles are emotionally neutral. So if you decide to use this shapes you’ll need to generate the emotional response by what is in the logo, the typography or the color. Summarizing, this shapes are considered deficient. If used, other elements in the logo will need to be strong enough to set the desire emotional tone.

Meaning

This is the first cogentive event in the ARMM model that is processed at a conscious level.
More meaning + more memory = more recognizable.
Propositional density: How much meaning we are able to pack into a logo with the fewest elements possible.
The meanings should be congruous and aligned to the brand values.

Memory

Different items in a list or set are more likely to be remembered than similar items. Make it interesting.
A way of organizing information to aid recall. Using a bridging letter or image to help us remember something.
Concrete nouns and images are processed and recalled more quickly and accurately than abstract nouns and images. Because they easily described

JUST remember , BRANDS CAN BE, AND OFTEN ARE, successful DESPITE A BAD LOGO.

This is easily understood once we realized that brands are the result of Multiple components like: Employees, actions, products, customer service, logo, visuals, expectations and reputation.