Obviously, this depends on the company, audience, intended message and logo design – logo effectiveness can be pretty subjective and variable across industry or business.
However, there are four broad goals you should aim for when creating a logo:

1. It should be audience-appropriate.

The best logos aren’t the flashiest, but rather those that resonate with their target audience. Logos represent not only your company, but also the people to
whom you speak. For example – you wouldn’t use bright and peppy colors
(read: bright yellow) for a funeral home, in the same way as you wouldn’t use
depressing grays for a children’s party planner.

2. It should be easy to read.

This is particularly true for wordmark logos (logos that consist of text only)
but applies to every design style. If your target audience is forced to decipher
what your logo means, they’ll be gone faster than you can say “conversions.”
Make sure your logo can be easily understood from just a glance.

3. It should be distinct.

Drawing inspiration from industry trends is always a good starting point, but remember that the goal of a logo is to differentiate your brand from the competition.
Distinct = memorable, and that’s what will remind customers why your brand is the one in the industry that they should be loyal to.

4. It should be scalable.

We mentioned this above, but it’s important enough to emphasize again.
Your logo will be placed prominently across several media channels,
and in varied sizes; because of this, the best logos are versatile logos
ones that can easily be scaled to fit any branding need you may encounter.