A complicated logo will not only make your logo difficult to reproduce and maintain, but you will also fail to engage your audience. The logo is the ultimate 'elevator' pitch to your potential clients and business partners. You don't have time to recite your entire business plan in an elevator pitch, and the same concept applies to corporate logo design.

Sometimes when a logo design isn't working out right, there will be an inclination to add elements and complexity. Often times, it's better to start over with a new concept or remove distracting elements rather than add them.

Simplicity isn't always an easy thing to achieve, as you don't want your logo to appear too boring or conservative. This is why at the end of the day it's best to leave it to the design professionals!

The logo design should above everything entertain and engage your audience. Your logo should not be so literal that the message is spelt out for them. They should be given the opportunity to discover the meaning and intention of your logo themselves. If people are able to discover the 'trick' of your logo within a reasonable amount of time, this will help to create a memorable and entertaining experience between you and your audience.

Too much abstraction will on the other hand work against you. If the logo is too obscure, the message that you are attempting to communicate will be lost, and so will your potential client. Remember, today's consumer culture is accustomed to very intense and stimulating media, and therefore you cannot be too demanding on your audience either.