In researching package design for a school project, I stumbled on this particularly insightful page. The rest of the website has alot to offer as well, but here it is:
I decided to post this here after reading:
Other characteristics that failed identities share:
Global logos that do not consider global interpretations
Logos that need an “explanation”
Overly “trendy” logos
Logos that require complicated production techniques
Logos that require in-depth training in which to educate users
Logos with multiple taglines or messages that are not always in sync
and thinking of how those are some very good guidelines for logos..
anyway, back to the all-nighter project.