The best ones feel almost magical in their ability to distill a complex idea into a uniquely perfect, telegraphic symbol. But we all know what even the most rudimentary magic requires: Structure, discipline, and a dogged willingness to keep working until you get it exactly right.

That being said, not every brand or even movement (we’re thinking of prestigious law firms we’ve served, or clients in the private sector) requires a design treatment for the ages. But as the first and most visible brand touchpoint, every logo, even the most dignified and low-key, has to pull its own weight. To do that, it has to be S.M.A.R.T.

Simple. Is the logo clear and telegraphic enough to convey an understanding of the brand? Is it flexible enough to fit the brand’s needs? If you’d be proud to wear the logo on a hoodie or a tote bag—good-looking, graphic and clean—then you’re heading in the right direction.

Memorable. Does it cut through the clutter? Is it recognizable at first look? Do you get a sense of “Yes!” when you see it, like the face of a friend?

Some of our favorite logos make us feel like part of the team, like the first time we saw the arrow in the FedEx logo (check out the negative space between the last two letters) or the Electrical Digest logo that looks like an electric plug.

Now think of the logos that became emblematic of a movement.

Appropriate. Every brand has its story, values and culture—a sense of where it stands within and without the industry. Its logo needs to accurately and respectfully reflect that. But far from stifling creativity—think of the IBM logo—those unwritten rules become the scaffolding that supports inspiration.

Resizable. As with all else in the design world, form follows function. A logo, first and foremost, needs to travel well across every form of media. So the most important question designers must ask of the idea coming to life on their screen isn’t “Is this eye-catching?” Rather, it’s “Is this responsive enough to be scalable without losing quality?”

Timeless. At some point, at least 10 or 20 years down the road, many brands will feel better with a little freshening up, and their logos will as well. But until then a logo needs to look great in any crowd. A good logo is both of its time and transcends it.

Separated from its essence—which is to say, your brand—a logo is just a graphic element. But that’s where the power of conversation comes in. By talking through what your brand means to your audience and the greater world—the expectations it addresses, the promise it makes and the unique way it makes good on both—we can work together to create a logo that resonates with your market and even enlarges it.

We had the great honor recently to be offered a project celebrating a real hero of ours, and likely yours as well. Learn more here.

Below are a few select samples of logos we have developed.