When designers are asked to create a logo, sometimes they go for something incredibly flashy. The client is impressed until it comes time to incorporate their logo into various promotional items. Jeff Harrison did a post recently covering the future requirements you need to consider when designing a logo.
Give that a read and you’ll definitely think a little harder about designing a usable logo for clients or yourself. I’d also like to point you to a study that was done recently on brand recognition. Logos for some of the most popular brands were simplified to circles. I can still recognize some of the brands and that is a sign that they have a great logo. Others, I have no idea the original brand. After looking at these examples, you may have even more thoughts when designing the next logo.