Many times the best logo is a simple logo. A logo must be memorable or easy to remember. The Nike swish and the Apple logo, or for example the domino for Domino's Pizza are all simple and memorable. You can simply see the "icon" only, and you know exactly the company. That doesn't mean a detailed or complicated logo isn't a successful logo. Take a look at the Starbucks' logo. Is it memorable? Yes. Is it simple? In this case, no, yet it works. Another thing to keep in mind when creating a logo is to create a logo at two inches. If the logo is hard to read or not recognizable at two inches, then continue designing, continue with new ideas as an unreadable or unrecognizable logo at two inches is unacceptable!