>>[male voice over] There isn't a perfect formula when it comes to creating logos; 0:00 however, there are characteristics all great logos must acquire. 0:04 First and foremost, the logo must be simple—less is better. 0:10 All great logos must also be recognizable, meaning it must be clear. 0:16 A great logo must be appropriate to its representation. 0:22 In most cases, just about every logo needs to go on different mediums; 0:26 this might be print or digital. 0:32 A great logo must be scalable— 0:36 whether it's as small as 16 pixels by 16 pixels on a favicon, 0:39 or blown up as large as a 30-foot billboard. 0:45 A great logo must be timeless. 0:52 When designing a logo, avoid being trendy— 0:55 it tends to add an expiration date to your identity—unless you've pioneered that style. 0:58