Normally four elements are recognized:

Generate an experience by reflecting the appropriate value of the brand to the appropriate audience so that 1 + 1 = 3.

Explains Lindon Leader, the famous designer of the legendary FedEx logo in an article by Inc, that the logo should have an effect like the end of a good joke.
It's about something not appearing at first sight: "You see something, you see it again and you say, 'Just a moment!' And then an 'Oh, I understand!' This is the effect that Lindon calls the effect 1 + 1 = 3. For Lindon, the sum really is a subtraction. "You eliminate the third part and not only have the same impact but an even greater one due to the surprise of the missing element. If your company is called "Global Air Delivery", for example, the last thing you want to do is put a plane violating around a globe. That's 1 + 1 = 2. The FedEx logo without the hidden arrow is a 1 + 1 = 2. With it, it's 1 + 1 = 3.

It is memorable because it is unique.
The good logo leaves a bit of the status quo of what a vanilla logo, or a "1 + 1 = 2" is.
For example, if you have a coffee shop, the most vanilla logo would be to put a cup of coffee like this:

But that has not made the world's most famous cafeteria, right?

The cafeteria shows its history a little, the name having been inspired by the story of Moby Dick. In addition, Seattle, the city of origin, is a port city and in addition, coffee travels long distances to reach stores.
They adapt to be recognizable in different environments, sizes and backgrounds.
This is just one example of 25 Harley-Davidson tattoos that Tattoo Journal collects

Obviously among the audience of motorcyclists, this logo, or any of the other 24 tattoos, is immediately recognizable.
Indistinctly, if your logo is not tattooed, it has to look good on light or dark backgrounds, on digital or printed media, at 120 pixels wide or 1,980 pixels.
4. It goes beyond fashion to withstand the passage of time.
It is virtually impossible that your logo does not have some fashionable element, but this effect does not have to be a main one.
For example, this is the first Coca-Cola logo designed in 1887:

And this is the logo they currently use:

The consistency of the logo over time means added value for the history of the brand, seeing an easily recognizable brand in a photo of the grandfather holding a Coca-Cola to which you can hold yourself today, giving it a better sentimental value given that people value nostalgia, custom and tradition.

That's right, at some point the phone numbers only had three numbers!
All the technical elements of the logo, such as fonts, colors and images, must respect these four elements. It is not good to say that you use a modern font without serif, when all your competitors use it and that could damage the effect of being unique in your logo, for example.
However, it does require that the designer have a good sense of style, aesthetics (including the sense of proportion) and graphic communication, to know how to gather the indicated ingredients that can be combined to make a great logo.
I hope it helps you.
regards

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