What's in a Logo?

A logo is what it looks like when you package all aspects of your brand into a single image or symbol.  At least, that's what your logo should like like.  Take a look around you and find the nearest logo.  There's probably a product within arm's reach that has a logo on it.  Does it convey the company's personality?  Does it inspire a positive reaction?  Is it designed for immediate recognition?  Would it have been considered a good logo 20 years ago, and will it still be considered a good logo 20 years into the future?  And does it do all that while still being simple?  Just a few things to think about when you're designing a logo for your company.