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> What makes a good logo or bad logo is mostly subjective.

But not entirely. There are some choices that can inherently weaken a design. A logo should be scalable; it should look just as good on a business card as it does on the side of a plane. A color logo should be able to be translated to black & white.

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True. But most of those rules can be taught over a single lecture. Why then the need for expensive designers? I suspect most of the philosophy around logo design is a simple job-security measure, whether they admit it to themselves or not. For a logo, a person with some sense of aesthetics and knowledge of aforementioned rules is more than sufficient.

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