SpellItOut,
As an experienced logo designer, I can safely say that simplicity and relevance are the two most important things you can include in your logo. Too often people worry about cluttering their logo up with different effects, while ignoring composition and also ignoring the beauty that minimalism can bring to the table. Also, when it comes to relevance, make sure the icon as well as the type face have to do with the company you're representing. It may sound obvious, but I've seen way too many designs for professional companies that have cutesy playful fonts and an icon that hardly represents the organization.
-Benjamin M. Jacques
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