Your logo is much more than your stores name. It’s your brand. Your identity. And in an ever digitised, social media friendly world, there is so much more to think about when designing your logo.
A good logo conveys what your business is, and controls the perception of your brand, and of your store. It’s often the first thing that a visitor will see when accessing your site, and a bad logo can offset all the work that has gone into your design assets, site design, and social media content.
Paul Rand, the art director who gave us the IBM and ABC logos amongst countless others, gave an insiders overview of what the industry (graphic designers) think when designing a new logo:
“Most graphic designers would say that the key to an effective logo is that it is simple in its construction, but not in its concept. This means that to an untrained eye, a logo might look like it was created in a matter of minutes but in fact there is a lot of depth behind the design.” 
Jacob Cass of JustCreative, gives a handy 5 bulletpoint overview of what he considers the ‘five principles of good logo design’: 
“An effective logo is (in no particular order):
If you are looking for inspiration, a curated, updated list of current logos are shown here:
and a great list of (not so great) logos are here 😃