A company’s brand must be mnemonic, that’s a must. A logo that’s unforgettable is a successful logo. Too many times, logos try to do everything–tell what the company’s business is, look big, have too much detail, or try to be clever. But at a base level, it’s got to lodge itself behind your eyes, for good. You can tell the most successful, because after awhile, the wordmark becomes lees important than the symbol. How do you judge wether your logo is good, you just ask Adam Ladd’s five year old daughter.