People think that if they pay for some advertising spot in any means of communication, they must take advantage of every inch of it. That is the worst thing to do, especially when talking about logotypes; you must avoid the saturation of icons and graphs and follow the new tendency to simple logotypes that are easy to identify and remember. This tendency which started around 1997-1999 is the result of the minimalist current.
http://www.101websitedesign.com/graphic_design/Logo_Designing/
http://www.soslogodesign.com/Ten-Tips-For-Logo-Design.aspx
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