"What we've got here is a failure to communicate." is the last thing you want to hear about a logo or brand you've just created; but it's my first rule of thumb. The mark has got to be memorable and speak to people. Here we have a compilation of my most favored designs from my career.
It's important for me to try and create something that I believe is different from anything already out in the world. Not to think as a "logo designer" but as conceptual thinker. Always practice safe design, use a concept.
Some of my personal favorite concepts are, Skiver: Communicating Ideas, NLITEN: You Gain What You Lose, and the National Chicken Wing Day Logo for Hooters (which hopefully, speaks for itself).
All marks used with permission from my respective partners, employers and clients.