All around us we see brand owners continually putting new brands on the market or reinforcing the position of existing brands. A relaunch or introduction often involves a new logo. That logo must become embedded in the minds of potential consumers at the lowest possible cost and in the shortest possible time. But what is a good logo? What conditions might we specify for its design? The Bacardi bat and the Nike swoosh are completely different. Are they both examples of strong shapes or could other, stronger logos have been developed on a lower budget? This article surveys the critical success factors of a logo.