The initial impression should convey the picture of a moderate, athletic dog who looks like he could do the job ie carry a light load at a moderate speed over great distances. Any point on the dog which immediately draws the eye can be, and often is, an exaggeration eg excessive neck length. As with any breed, if it immediately gives you the impression that it looks like some other breed, its wrong. And, if it doesn't give you the impression it can adequately perform the work this breed was designed for, it also lacks type. They should not look as if a stiff breeze can lift them off their feet nor should they be heavy.
Heads are of a distinctive shape.
Old breed standards once referred to the head as being fox-like. While this analogy is good and refers to the skull being much wider than the muzzle, it does not mean that the muzzle should come to a fine point. Many fine muzzles lack strength of underjaw. Lips should be tight fitting - loose lips allow freezing air to enter the mouth. None of these is to be more favoured than any other.