Simple, economic in form and easily memorable. Distinct from being economic in form, it is economically sound to reproduce. It is legible on the side of a building or stamped on a pen. Using just one or two colors means it is not more expensive to print or embroider, as more colors exponentially increase price.
It is easily memorable because of it's simplicity, this makes it instantly recognizable. Add Euros and dollar signs and people and hands and heads and faces, etc, and you begin to "forget" it.
This is like the Apple logo. Simple. Sophisticated.
Your choice: Any color, all small letters or Big and Small, tagline or no tagline. Heck, it can be red or purple if you would like to see it in those colors.