The logos of "today" and fonts ?

Hey guys, sometimes i get stuck, thinking about the new concept of logos design... we see great brands, like Facebook, Microsoft, Nike so simple ... the impact off the fonts are very important... I'm a Teacher, i teach Photoshop and Premiere in a School (Portugal) , and i must admit, sometimes in their works, they, do things so simple... like in 10 minutes or something, just lettering... but they are good.

What would you do ? How can i evaluate an awfull logo, that take hours to my student, and a simples one, pretty and good, in 10 minutes..
It's hard to be "correct" don't you think so ?

So what do you think about new logos, and types ?

I find myself attracted to logos that are clean and simple. Logos should be easy to read and understand and to communicate quickly at a glance and from a distance. I think a good logo should also be easy to reproduce in any medium. Designing a clean and simple logo can also takes hours to achieve. Sometimes more detailed logos are required, but not at the risk of the logo being so detailed that once it is reduced, no one can see or understand what it is. For a logo to communicate successfully, I think some very detailed logos can always be stripped down to portray just the 'essence' of the business.

There is no such thing can make a very good logo in 10 minutes...

Many people are looking backward. FB nike and many other giant have their brand already built and set strong, so whatever their logo look like they will become trend and favorite, its the brand who speak. not the logo, as an opposite of many client here they want to build their brand through the logo.
as for your student, best logo are simplest form but strongest enough to convey the company identity.