Choosing a company's logo / name-styling

Constraints I'm noticing:

• How quick / easy is it to spot on the app screen?

  • realfavicongenerator says "make sure your favicon will always be prominent, whatever the background"

• How easy is it to recognize it from afar?

  • This is very similar to a test you can do for camouflage

  • It's also similar to the test I applied to advertisements, where they should aim to grab your attention from afar rather than just being a wall of text.

• How easy is it to distinguish the icon from other popular icons?

• How well does the icon give an impression of what the app is for?

  • This may be more important for new apps.

• How much of the physical space allotted to the icon is used up by the icon?