Logo of Letters. KISS or NOT?

Bamag.com has a nice and simple guide (PDF) on how to make some simple logo’s by joining letters together. During the past years I have designed an odd number of logo’s, and have learned that the simpler and less complex the more popular they have become. All the examples in the guide(http://www.bamag.com/email/0-by967od3-email/7ecHEs/BA0363LogoOfLetters.pdf), I believe follow the KISS rule. (Keep It Simple Stupid, or Keep It Sweet Simple, depending on who your teacher taught you, or how direct you want to be.)

Or NOT kiss? Slashdot posted that Simplicity is Out last week. Norman and Spolsky are behind this new trend in the making. As my own experiences can’t match theirs, I am going to step carefully around this matter. I am most eager to see what actual studies’ results may show on the subject, before going even more complex, (selling out to complexity), going deeper than I may already be, in lack of intentionally keeping it KISS. On the other hand I will disagree, but respectfully, to another essay by Norman where he argues that Google is not that simple, and the more complex MSN and Yahoo is easier. My personal experience, after using Yahoo for the past decade, and although I do still cherish Yahoo, I feel that their complexity is among reasons why Google became more popular.