A logo creates a large portion of your brand. It iss usually one of the first things a customer sees and helps them form an opinion about you and your company. One of the rules of thumb about logos is that they need to be able to be used across multiple mediums (print, screen, etc.) and still look good. And for print materials, they should still look good when reduced to a black and white or grayscale color setting. Inevitably someone will photocopy a document with your logo on it. Your logo should still look decent when reduced to black and white or grayscale.
The next important thing for a logo is that it should be simple. If you look at famous company logos you'll see what I mean.
You'll notice that they all reduce to black and white very well. Your logo should also be able to stand the test of time. In a few years, your logo will begin to feel a little stale, and you might want to update it. Having a simple logo makes this process a lot easier. Here are some examples of before and after logo designs:
Burger King:
I believe the initial tone that you set for a company logo, etc. helps determine the look and feel of all of your marketing from here on out. As such, I think it is important to examine the elements that make it up and ensure that you are projecting the image that you want to project right from the beginning. .
