Our aim in our logo design is to communicate within the logo some sort of reference, expression, or message which is associated with the business and/or product. This is what gives it it's 'individual' feel or 'fingerprint'. Because if your logo or branding is confused with something else your business may be referenced to be something that is totally of the mark.
A great logo should be able to last 10 years or more, with only minor adjustments over it's term. Too many businesses change their logo every 2-3 yrs, which gives a very confusing message for the audience and consumers.