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My view on logos has always been that a good logo is:
80% Corporate success - If Google had used the exact same design for their logo in 1997 it would now be viewed as a work of classic marketing genius.
15% Longevity - Builds to a degree on the 80% since it is hard to have longevity without success but regardless of how "bad" a logo is, if you have it for 40 years people will think it is perfect representation of your company.
5% Design - This is the part that people get paid for, so they try to make it sound much more important than it is to the success of a logo.
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