What makes a good logo?

It’s interesting how you decide on a logo for your business. It’s a very personal process and, for me at least, that means getting attached to the one you eventually settle on.

Here are the logos that were rejected back in 1992 when The Word Factory began. While there are a couple that could probably do the job almost as well as the one I chose, I still think I made the right decision and have no plans to change it…

How do you decide on a logo? Is it purely subjective or does the logo have to do a certain something?