There's no doubt about it, one of the most difficult aspects of design is creating an identity. A logo reflects a brand and should inspire trust and recognition. Here are some basic guidelines that I follow when designing new identities:
Start from scratch.
Think of what the logo should represent and resist the temptation to search around on the web for inspiration. Stay far away from the clip art! Taking short cuts results in 'cookie cutter' solutions which lead to ineffective logos. Instead, sketch it out and that weird doodle in the right corner of your notebook could end up being the first mock up of your new logo.
Vector vector vector.
My logos are always designed in Adobe Illustrator. You never know when the logo will need to be scaled for different uses so using a vector-based application allows for a flexible logo design that can be used in numerous print and web-based mediums.
Keep it simple.
Awesome logos are unique without being overdrawn. Avoid using gradients, shines, tints, drop shadows or any other effects when creating your logo. Trendy logos become outdated quick. Work only in black and white through out the design process and bring in colors only AFTER the design is finalized. Simplifying allows your logo to be placed anywhere and look balanced, whether it's at the top left corner of a webpage, centered at the bottom of a banner or on the lower right side of an envelope.
Disconnect.
Some of the most recognizable brands have a logo without any indication of their product or company. Think of the Nike 'swoosh', no sneakers or basketballs images there. McDonald's arches doesn't have hamburgers and fries on the side. Apples have nothing to do with computers but we know a Mac when we see one. Create a logo that can be adapted to whatever direction the company takes.
Size does matter.
Logos can be used on anything and everything. Can you see your logo imprinted on a pen, a keychain or on a billboard? Make sure your logo can be reproduced at a variety of different sizes without getting lost.
Look ahead.
Will it still be effective 5, 10, 15, 20 years from now? Make it timeless and memorable. Can your logo evolve and hang with the best of them?
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These logos are simple, eye-catching and recognizable.
Here's a great example of logo evolution. On the left is Apple's first logo from 1976, but it's way too complicated. Instead of the full apple tree they simplified by keeping only the apple. Current logo definitely works!
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Good luck on your establishing your brand identity and successful logo design!
The above paragraphs have summed up four years of undergrad, two of grad school study and 30 years experience in logo development and identity. (I'm not kidding) At first I looked at the head and thought - oh no, not another one who doesn't have a clue leading others who will not get a clue. Yes you can go into enormous detail and argue many aspects, but these are very important basics to set a designer toward a successful end.
Well said!