His logo example uses bad typography, questionable color choices, and is too busy. But it also fails one of the most basic, objective tests of logo-ness, which

His logo example uses bad typography, questionable color choices, and is too busy. But it also fails one of the most basic, objective tests of logo-ness, which is: Can it be scaled down easily? It can't. There are too many fine details. This is an incredibly common rookie mistake. If you're having a logo done, just think to yourself: would this logo work as well on the spine of a CD cover as it would on a billboard? Someday you will need to print your logo somewhere small. Apple logo, Nike swoosh, facebook's "f", twitter's "t", etc. - Recognizeable at any size. Also ask, would this logo work just as well in 2-color? Because you'll be printing it that way all the time, on invoices, etc.