Here are my favorite hints and tips regarding corporate identity:

The best logo is the company name in legible type.            ACME

Cap & lower case makes a more decorative,                       readable logo.

Acme

Never diminish the importance of the company name by using all lower case.

acme

Let the logo stand apart from the entire company name.       Acme

Acme Widgets, LLC. should be the signature away from the sales message.

Never use an anagram that needs deciphering.  AWL  

Unless you are AT&T or IBM

The bigger the company, the smaller the logo

The eye goes to a round trademark faster than a square one

Make your trademark a color or gray tone to separate it from the logo.

 

Untie emotional attachments to a logo you have used for a long time.

Build your brand to stand on its own. Do not try to identify with another brand.