English to Russian Marketing Other

First of all, can you tell us exactly what a logo is?
For it to be “good” or successful, should it be simple, schematic...?

What should be borne in mind when it comes to a logo, which is just one of the many “elements” *in the identity and reference universe*of a particular brand, is that it is above all a “strong” sign which, to gain and maintain a certain visual significance over time, calls for ever more “visual-graphic reduction”.
A sign, let us say here of a “logo-typical” nature, is at the same time what “seals” or establishes the representation of the key values of a given brand and distinguishes it, differentiates it, “sets it apart”, we could say, from its neighbours and/or competitors.
Also, in addition to the cultural evolution of the frame of reference in which the visual identity of a brand “bathes” (we will come back to this later, for sure), a logo, to remain this strong sign, must evolve in the direction of simplicity.