As a company that wants to change and disrupt current trends of centralized and controlled digital business, is in a need for recognizable logo that is appropriate, distinctive, memorable and simple.

Appropriate

Logo should be appropriate in its feeling. It is like a personality thing; it is a core idea and feeling of it. If it is for sports, it may be bold and dynamic, if it is in fashion it needs to be elegant, and if it is for IT business needs to show  innovation, connection and progress.

Distinctive & Memorable

It has to be unusual enough to persist in our minds. If you see it once or twice, you should be able to describe it to someone or doodle it on a piece of paper.

Simple

The logo should be able to be reproduced in every pixel size. Nowadays, logos are used in the email signature, Twitter, and Facebook Avatar to the small as fav icons on the top of your website.

Finally, a bad logo is something Generic and too complicated.