Characteristics of Great Logo Design

5 of 5

Make It Timeless

Milton Glaser created the "I Love New York" logo in 1975. Thirty-six years later, shirts and tchotchkes bearing that ubiquitous emblem still line the walls of gift shops around the world. "I did the bloody thing in 1975, and I thought it would last a couple of months as a promotion and disappear," said Glaser in a 2009 interview for Big Think. Eddie Opara, a New York-based partner with the international design firm Pentagram, says that it's the neutrality of a design that makes a logo timeless, citing the NBC Universal logo as an example. "You look at the clean lines, the symmetry, the modernist structure, the neutrality behind it...and it really exposes the timeless quality," he says. Even though it's been changed over the years, the timeless elements remain.