Simplicity is . As the saying goes, "Less is more." It's typically best if you've got a symbol or icon in your work that captured the universal meaning of your company.
Originality and relevancy are also imperative when it comes to logo designing. You want something that looks so fresh, has such character, and really communicates what your business is all about. Definitely avoid using common colors like red yellow blue green for logos no matter how popular those colors have become (and even when they're unique shades). Ultimately originality and relevance are key in creating a striking logo because nobody wants a generic-looking logo - especially one that doesn't match their values or resonate with them at all."