A logo shouldn't really be a photograph, at least not a full colour high res image!

A logo needs to be easy to recreate... if you think of most big brands, you can draw their logo yourelf.

You also have to be able to recreate the logo on all your documentation. That may mean two color, or on a fax header so you always need to consider that.

A strong brand is crucial... Orange and Cellnet had about equal market share when they were sold, but Orange sold for almost double, purely because of its brand.

No matter what size your company, you shoudl consider your brand very carefully, it makes all the difference.