jen24815 - 9:21 am on Sep 17, 2003 (gmt 0)

Here's my TOTALLY BIASED (see profile) $0.02 worth:

If you're serious about doing business, you really need a logo.

This doesn't mean you have to hire a graphic designer; if you can come up with something decent on your own, that's better than nothing (IF the end result is professional:-).

As several people have said, simple is good and it must look good in black and white too, however, just because a design has gradients, etc. doesn't mean it will look bad in b&w.

A lot of people seem to think that Internet-only businesses don't need a logo, when the opposite is often true. If you're Internet-only, it's all the more important that you present a credible, trustworthy image and a logo can be a big part of that.

Just as a side note in defense of designers, LOTS of people want the "swoosh". All you can do is present the client with other options and then honor their decision. :-)

Regarding color, you might want to check out "PANTONE Guide to Communicating with Color"; it's pretty handy.