4. Typography is everything.
Every font carries its own emotion.
Is the kerning right?
Does it feel too playful?
What font family is it from?
What associations do people have with it?
Again: Less is more

3. Simple colors > complex gradients
In art, you might use thousands of colors to create realism.
In design, you should stick to a few bold, meaningful colors.
Gradients can look cheap if you’re not careful. Colors closer together on the spectrum tend to feel more cohesive.

2. Form matters.... A LOT
A lot of time goes into thinking about the shapes you use. Is part of the logo round or angular?
How does that feel to people?

1. Simplicity is key.
The less, the better. This also makes things like logo animation easier.
Unlike art, design should be as minimal as possible, but still evoke emotion.