Logo design

Logo design is commonly believed to be one of the most important areas in graphic design, thus making it the most difficult to perfect. The logo, or brand, is not just an image, it is the embodiment of an organization. Because logos are meant to represent companies and foster recognition by consumers it is counterproductive to redesign logos often.
When designing (or commissioning) a logo, practices to encourage are to
avoid being over-the-top in an attempt to be unique
use few colors, or try to limit colors to spot colors (a term used in the printing industry)
avoid gradients (smooth color transitions) as a distinguishing feature
produce alternatives for different contexts
design using vector graphics, so the logo can be resized without loss of fidelity
be aware of design or trademark infringements
include guidelines on the position on a page and white space around the logo for consistent application across a variety of media (a.k.a. brand standard manual)
do not use a specific choice clip-art as a distinguishing feature
do not use the face of a (living) person
do not use photography or complex imagery as it reduces the instant recognition a logo demands
avoid culturally sensitive imagery, such as religious icons or national flags, unless the brand is committed to being associated with any and all connotations such imagery may evoke.