This question can be answered with one word - simplicity. Could you draw the Commonwealth Bank logo? How about the MacDonalds 'golden arches'? These logos are simple, streamlined and instantly recogniseable.

So simple, in fact, that anyone could draw them roughly by hand and others would instantly know what they are. Your business may not be a major bank or international fast food chain, but you can still benefit from a clean, unique logo and branding identity.

Complex or illustrative logos do have their place, however as a general rule, a simple icon with clear text works best.

Ask your designer to keep the colours to a minimum and fonts easy to read, with an overall shape that will work well in both print and web. And don't forget the logo should appeal to your target market, and this won't necessarily appeal to your own personal taste.

Finally, ensure your logo designer can supply you with various file types for print, web, signage and your own everyday use, helping you retain consistency across your communications.