Is it just a logo, or something more? When you consider a new logo, or a change to an existing logo, we need to look at the big picture. Your logo is a symbol identifying your company, product or service. It doesn't have to explain your entire company at a glance, it just needs to be memorable and recognizable.
Once we have formed a direction for branding, I focus on the design of the logo through a refinement process. A color scheme is created and iterations of the logo begin. During the design, many factors are considered, focusing on the legibility of the brand logo regardless of the medium it will be presented on. A good logo will work embroidered on a shirt, printed on a sticker, or painted to the side of a building. It will reproduce well in black and white, be readable at small scales and large. It will draw attention to your brand.
It will be memorable.