I came across these articles on logos and found them very educational, so I wanted to share the links for my clients:
A logo above all should be a simple representation of a company, but it doesn’t necessarily mean literal. It should be general, but visually simple. Many of my clients think a logo should have everything in it, but that does not mean it’s a good logo. If you’re lucky, you get something that does hit all the marks, but most of the time, it hits one or two.
And just because something is pretty, doesn’t mean it reads well. A logo can also change and adapt with a company’s progress, but it should maintain loyal to the original logo in some way. Branding is very important and many times, a logo redesign is a mistake.