For me I recognize a comoany by look at there website if you are pertainingto an ICO well they this chart to identify if its hard capital or soft capital if its hard thats is the right time to celebrate it well a a good future.
It's probably worth your time to check company's media coverage, their documentation (the mere absence of such should ring an alarm bell), the top management background (especially for involvement in fraudulent activities) and general viability of their business idea.
You should check carefully mediaresources, Whitepaper of the company, founders, investors, advisors and should always remember, investments in ICO's projects, it is a high risk.