1) Long lasting style.

It is often tempting to adopt a design that looks really cool at the time but that can become outdated very quickly. This leads to the logo being constantly changed. Your logo designer should resist the urge to change your logo unless it is really necessary. It is only after consumers frequently see your logo that people may start to notice it. (Sometimes this is after you are already bored with it)

2) Distinctiveness.

It is interesting to note that many new companies adopt logo styles that are very similar to everyone else's. Don't go overboard though, your designer should be sensitive to cultural norms. A really wacko design wouldn't do well in a funeral home. However, you should still seek distinctiveness.

3) Appealing to consumers.

Your logo must be appealing to those who aren't affiliated with your company. This means you must test your logo. Show it to your customers and see what they think. Ask them what emotions it evokes in them.

4) Conveys the right image.

What image are you trying to get across to your customers? Corporate? Upscale? Franchise looking?

5) Legibility

No matter what you do, if people don't understand your logo, then it will be ineffective. Who are you trying to target? Where are you going to be displaying your logo other than your web site? Will it be on your letterhead, business cards, auto signs? Does your logo put out the same message no matter where it is displayed.

In conclusion, your logo is central to your company's "personality". Even if your company has a great personality, if your logo doesn't convey that, then people may get the wrong idea and never do business with you. Within your logo and company name is held all of your investments, because it is this clear, identifiable aspect of your brand that the consumer uses in selecting your company or purchasing your products.