1) Style
It is often tempting to implement a design that seem really cool at the time but that can become outdated very rapidly. This leads to the logo being frequently changed. Your logo designer should fight the urge to modify your logo design except it is really required. It is only after consumers commonly see your logo that people may start to observe it.

2) Uniqueness
It is exciting to note that several new companies adopt logo design styles that are extremely similar to everyone else's. Don't go overboard though, your designer should be sensitive to cultural norms. A actually wacko logo design wouldn't do well in a funeral home. However, you should still seek distinctiveness.

3) Appealing to consumers
Your logo should be appealing to those who aren't associated with your company. This means you should test your logo design. Show it to your clients and see what they think. Ask them what emotions it evokes in them.

4) Conveys the right image
What image are you trying to get across to your customers or clients? Corporate? Upscale? Franchise looking?

5) Legibility
Regardless of what you do, if people don't understand your logo design, then it will be ineffective. Who are you trying to target? Where are you going to be presenting your logo design other than your web site? Will it be on your letterhead, website design , business cards, brochure design auto signs? Does your logo design put out the same message no matter where it is displayed.

In conclusion, the design of your logo is important for the "personality of your company." Even if your company has a great personality, if your custom logo design doesn't convey that, then people may get the wrong idea and never do business with you. Within your logo design and company name is held all of your investments, because it is this clear, identifiable feature of your product that the consumer uses in selecting your company or buying your products.