Fundamentals don't matter?
Lets see
Creativity
Logo : No creativity it won't look good and will lack interest
Sig : It will lack interest
Depth
Logo : No depth will make a logo look 2d, unless it's suppose to look that way
Sig : No depth in a sig will make it look weird in some cases, and it will lack drawing the user in
Lighting
Logo : It will throw of the whole thing if the lighting is not properly onto the whole logo
Sig : Same as above
Flow
Logo : Same as Lighting
Sig : Same as lighting