It is very important you tell your logo designer to consider these five (5) things listed below when you want him/her to create a new logo for your brand.
1. Make the logo simple:
Before you award a logo design project to a designer, it is advisable you make it known that you would love to get a logo that appear simple but not too simple. A simple logo can take the minimalist approach with deep interpretation.
If your brand logo is not simple enough, it might be difficult for your audience to register it in their mind. When a logo is too grumpy, the brand will not appear serious and it will easily loose it identity in term of impression and/or memorability.
2. Ignore trend and follow artistic intuition: