One of the key principles of good logo design is timelessness. Will the logo age well and last for decades to come? This was the starting point for designing Chie Chie, a chic logotype for an uptown clothing boutique.
There are a few approaches that can help with this, the first being - don't try to emulate any current design trend. Worse case scenario, the logo will start to age in a couple of years time. Best case, it'll age, go out of fashion and then perhaps come back in to fashion after 30 years time and look retro, but that's obviously a terrible strategy.
Unique shapes and custom lettering was developed to neither look particularly old or new. This coupled with the classic black and white 'colour' palette should insure that the logo stands the test of time. A true reverse-variation of the logo is also possible which isn't usually an option, and can be used in an eye-grabbing manner wherever video or animated elements are used with the brand.