A good logo will almost always be a simple logo, and by that I mean simply drawn. A great example is Apple ....A logo is an identifier. it's not the logos job to get more customers. It's not the logos job to sell more product. Those things are for marketing. It's not the logos job to improve the business, the CEO gets to do that. It's also not the logos job to win design awards. A logo is an identifier. And the better it is at doing that, the more successful it will be.