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 .