Op MarketingProfs.com staat een artikel (eerste uit een serie van twee) over belangrijke aandachtspunten bij het ontwerpen van een logo.

Developing a great logo is a strange mix of art, science, psychology and (in most cases) a good amount of luck.
First, let's make one thing very clear. You logo is not your brand. Your logo only represents your brand. If you're thinking that changing or creating a logo is the same as changing or creating a brand, someone's been feeding you some very bad information. Branding and logos are totally separate discussions.
Your logo is nothing more (and certainly, nothing less) than a visual mark that represents your brand. It allows people with money to find you, remember you and differentiate you from a few billion other businesses.
And while your logo is not your brand, its design and consistent use will effect how your brand will be perceived. A great logo can give you incredible leverage and contribute directly to your bottom line.
On the other hand, a lousy one may very well be the kiss of death.

» Logos: What Makes Them Work (Part 1 of 2)