So I was doing my usual Yahoo check to see what's new in the world, and there it was. The featured story was all about logos, branding and some of the more successful attempts at creating a logo. 

CNN Money did the write up, and they had some industry heavy weights put in their 2 cents about the whole "branding" process...  

Branding is a tricky thing. You want to give it a lot of thought, but don't over think it... make sense? Some of the worst logos are from, what appears to be, design by committee. Too many people, with too many opinions, about things that just don't matter. Ask yourself about your own favorite, or most memorable logos. Do they seem over thought, or over worked? Probably not. Nike, Coke, Apple, UPS, AT&T, IBM, FedEx, Google... all iconic, all simple and all memorable.

It is about that  "Ah-ha" moment, where you capture everything you want in to the least complicated icon possible. Branding is about taking your image, product, story, who you are and what you want to be, and condensing it into a tic-tac of a logo. Now that's fresh...