A logo is the smallest but most visible part of the brand. It has to work at the same time on the business card, the corner of the screen, the store sign, and the social media avatar. So a good logo is not ornamentation, but engineering.
The logos that have survived for years share five features. Simplicity: it stays in mind at first glance. Scalability: read in both a gigantic and tiny dimension. Retention: recognized once seen. Appropriation: sits in the character and industry of the brand. And timelessness: leans on the essence of the brand, not the trend of a season.
When designing a logo, my goal is to find the 'right' one, not the 'cool' one, because the logo is not a work of art, but a tool of work; it is the core of an identity that will live with the brand for years to come.