What technical/objective qualities do good logos have?

Question

What objective (that is, not aesthetic) qualities should (almost) every logo have, that should you take into account when designing a logo or ask for when hiring someone to create a logo for you and why?For example, a logo has to look good in black and white and not only in full color because even if you design the logo for a web site it's very likely you will need to print a B&W document with the logo sometime in the future.

Answer 1

A great logo is based on a "positioning statement". That statement should be payed-off by the visual. A good positioning statement is no more than seven words. Old school big agency training. Also your black and white vs. color concept is correct. Glenn Calhoun