Memorable
If your identity design has been embedded into the minds of consumers you have attained one of your most important goals. A memorable identity design will draw attention towards your business. Apple’ s logo is well embedded into the memory of consumers who don’ t even use Apple products.
Timeless
A timeless design will not only be appropriate for the current era but for an era to come. There are many brands whose identities haven’ t changed much since their inception, the design has been altered or tweaked a little. McDonalds and Coca cola are an example.