While the variables are infinite (that's a good thing - it means that every logo can be unique) there are certain benchmarks (I hesitate to call them rules) that if you follow, will pretty well insure that you'll end up with a decent and workable logo. While whether or not a logo is 'good' remains completely subjective, following these pointers will give you a logo that's usable, practical and promising a long shelf life.

1) Uniqueness - Your logo should be able to stand out as completely 'yours'. It's surprising how many times we get asked to 'copy' logos - we've even had clients request a 'version' of my brand. Not a good idea. On top of the potential legal complications nothing screams 'unprofessional' like a logo that's looks even remotely like someone else's. Do not copy. I'll say it again. Do. Not. Copy.

2) Timeless - Every few years there's a trend, or fad, that new logos seems to embrace. A few years ago it was the 'swoosh' - made logos all hi-tech and 'internety'. Trouble is, everybody jumped on that bandwagon and the treatment rapidly became hackneyed and trite. Few years hence, and we've got lots of people stuck with out of date designs. The latest design logo trend is so-called 2.0, a technique that (like a lot of design trends) can be traced back to Apple Computers. Take your logo, add a 'gel' treatment, give it glassy reflection at the bottom and you're all set. (hey - the 3D version of our house could qualify). Web 2.0 is still going strong, but I'll go out on a limb and say it will be yesterday's news by end of summer.

source:http://mywebresource.com/modules/smartsection/item.php?itemid=350

I can remember when the internet started to become popular in the early nineties. It was university professor types and techies mainly, before the general public made the interweb slow!

Since then I can recall numerous trends and upgrades, etc. I swear we are on web 5.0 or above by now. In fact every time a new version of a web browser is introduced with new capabilities the web evolves. Working it out that way we are on web 7.0 (or looking at my IE help about screen we are on web version 7.0.5730.11 with a 128 bit cypher!)

Very nice tips, thanks !

Heh, it's always interesting watching the logo trend.

I still need to design a logo. I know excatally what I want. Our companies name starts with the letters WWT and I would like a big W, with another W in the middle and the T vertical al in different colours. I can see it in my head and sketch it on paper but and damned if I can design it.