" I think good logos need to communicate who and what you are all about. Of course. But the best logos also presents a playful visual puzzle. Minds like to puzzle things out. That is why minds like crosswords and Sudoku. If you are presenting a visual puzzle and hopefully an 'ah ha’ moment - you are creating interest and visual engagement with your audience.  The best types of logos in my opinion are ones that evoke curiosity, invite people to play and so become memorable."