Many clients have approached me about how complicated a logo should be. For instance, they ask if something as simple as the Nike check mark or the Target bulls eye will work for the average small business. I've found that such simple logos only work when the company has the revenue to do mass marketing. A simple logo is only recognizable when everyone has seen it over and over again.
Most small businesses are better off when they use an element that is descriptive of their business. A good example of this might be a cleaning service that has a broom or a duster as part of the logo rather than just lettering or a symbol. The key is to envision a simple item that reminds you of your business.
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