The main thing is to make it simple, because designers especially young designers tend to over-design or clients want too many things in there. I think people who tried to work a logo too hard, having too much meaning, wind up with something that’s too complex. Logos usually have to be interpreted from very-very small to very-very large and that’s not always easy. So, I think simplicity and readability is key. You’re designing for an audience who really doesn’t care as much as you do and unless it catches their interest right away they are going to pass right over it. So having it very readable is also important. Capturing the audiences imagination by having something revealed to them as they look at the logo is also important. Also, it’s an opportunity to give whatever you’re trying to portray a personality — this is something I try to do.