WHAT MAKES A GOOD LOGO?

This is a timely question for any design student, as identity mark project season has likely descended upon us all. I have always answered this question with the observable commonalities:

• it is processed as a single unit (typically with altered kerning and leading, or other 'binding' elements to achieve this), 
• it communicates a necessary message/idea about the client/product/service, 
• it is simple--ala the chinese artist seals or chops
• it gets extra points for being clever

That short list is by no means all-inclusive or authoritative. 

That's probably why I so much enjoy hearing others' views on the topic. The link below is from a blog where the author has presented his own simple view of what constitutes a great logo.

Jacob Cass's view on logos