First let's figure out what the logo is. A logo (abbreviation of logotype, from Greek: λόγος /logos/ "word" and τύπος /typos/ "imprint") is a graphic mark, emblem, or symbol commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. Logos are either purely graphic (symbols/icons) or are composed of the name of the organization (a logotype or wordmark). Well, Jolly Roger complies with this definition :)
But how do you make logo work?
There are tons of information on the topic that you can find on the web, and I won't be much original here. My input as a practicing logo designer is that I consolidated and stressed out most important qualities a logo should have in order to be working.
Logo should not be purely aesthetic, it should work! It is sort of general and compound feature. What it means is that all the aspects of the logo together with clever marketing should bring certain fruits in the end.
Logo should not be ugly at least, ideally it should be quite eye-appealing.
Logo distinguishes your brand from other brands out there, so you do not want a replica or a similar logo, you want a unique logo.
Logo should be minimal, like a sign, symbol, emblem, or mark, not overloaded with details. Such laconic logo will be much easier and faster to read and recognise; a good logo is simple and even primitive in some cases but this simplicity would speak volumes.
Good logo should work, look nice, and be easily recognisable even in black and white. Well designed logo being aesthetic and laconic will look cool even printed on your office printer with black ink over white paper. This is also adds to universality of the logo. Such good logo can be easily embossed, punched, cutout, hot foiled, burned, printed or embroidered on textile, applied to many surfaces with many media.
Logo desirably should be designed in such a manner that it won't feel outdated not only in a couple of years but in a century and more. Of course it is easy to follow trends, but they should not be trusted. Instead of quick one-time response and recognition you should think long term.
Even though there are some limits, still, logo should work even small size, like favicon, app icon, small sign on your office papers. A good logo designer would care to create a logo with this in mind, or alternatively to supply additional simplified logo version for this purpose.
A good choice of fonts is crucial for a successful logo, and especially in the case of text only logotype. So as you have might understood fonts and every single element and aspect of a certain logo should be taken care of.
Depending on your business plans you might think of going international, anyways most possibly you will have your website, maybe even online store, or sell your goods on another platform, and the goods will be shipped internationally. If this is the case, you might want to think about how your brand, your logo, your product name, style, colours would be perceived in the different corners of the world.
If you are in the initial phase of your brand creation the good idea would be to think about perspectives going web. When you come up with nice appealing catchy name check web domains, popular social networks and platforms for chosen name availability. Panabee service or something similar might be very handy.
Break rules if you know what you are doing
Of course there are certain circumstances and nuances and you can naturally break all the rules and conventions if you know what you are doing. Wish you good luck in creation or redesign of your logo. And in the mean time we can work together and design startling logo for you or you can ask for a professional feedback on the logo that you have. I will point out what is good and what is bad about that logo and give some advice on how to improve it.