as found on http://sbinfocanada.about.com/od/marketing/a/brandingks.htm

7 Logo Design Tips
Keep in mind that a powerful logo design:

• has a strong, balanced image with no little extras that clutter its look;


• is distinctive and bold in design, making it easy to see at a glance;


• has graphic imagery that looks appropriate for your business;


• works well with your company name;


• is done in an easy to read font;


• communicates your business clearly; and


• looks good in black and white, as well as in color.

Example: Georgia State University Logo