Every logo designer should be striving for simplicity, but there’s a point where a logo is so simple that it becomes generic. However, it can be tricky to determine where that point is. The Nike logo is remarkably simple and yet nobody considers it to be too simple. But there are high-profile logos that I do consider to be too simple. It’s a rare (and bold) move for a company to use just a plain circle, for example, as its primary mark, but it does happen. It’s the ultimate simplicity in brand design, so I understand the appeal, but what you gain in elegance you lose in originality.
So where do you draw the line between simple and too simple? I believe the answer can be summed up in one sentence: