Ideally you want your logo to represent the reason why you are in business in the first place. Read your mission statement and how you intend to win in business, then look at your logo. Ask yourself, "does this design represent our company's beliefs and the services we will provide?"

Invest, but don't overspend on your logo. One could argue that visibility is more important than looks if you had to choose. This is why you should include your logo on every piece of communication. Put it on every web page of your site, business cards, letterhead, envelopes, invoices, yellow page ads, building signage, newsletters, web buttons, promotional collateral, even small ads. If you've got a solid business and you give that logo visibility, you'll find yourself with some brand power. Then perhaps if your logo is next to a competitor's, they'll click your hyperlink. Familiarity will lead to increased sales.