To clarify, yellow on black means yellow on a black background, not black and yellow on a white background. The name is case sensitive: all caps. No gradients. No reverse letters. No distressed fonts. Overall shape needs to be more or less a compact rectangle.
Letters should be bold and the word should be narrower overall than it would appear in type. The logo has to be very distinct and memorable. High impact. Enthusiasm-inducing!
I'd like to see something dynamic, in a bold font, with some unique shape to it. Big bold letters, dense, not so long and narrow. Maybe narrow in the middle and wide on the ends. Maybe some serif or subtle gothic fonts.
So far, almost all the designs have been too long and narrow. They should be more tall, less wide.
If you are going to incorporated a bird in your design, it cannot be facing to the left or right.
This logo needs to work for the book cover, stickers, t-shirts, hoodies, polo shirts, pins, buttons, hats, and flags. Should also be adaptable to a stencil.