Does it match your market?
It doesn’t have to say what you do. McDonald’s doesn’t have a burger, Apple doesn’t have a computer and Qantas doesn’t have a plane. Sometimes a simple wordmark works best.
Will it look good large and small?
It shouldn’t be complicated. Simplicity allows flexibility in size. It needs to work well small without loss of detail as well as large. Simple is easier to recognise, just ask the BBC.
Still effective in black & white?
Colourful may suit your business. There will be times when your logo is asked to star in black and white and if it doesn’t look good in black and white, then no amount of colour will rescue it.