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One of the requirement in designing the logo is make sure the logo fits well with all mediums ie. business cards, stationary, web, folder, brochure, and labels.
Here are the rules we have set by to follow among ourselves.
Stay away from the elongated logo design where the width is 3 to 4 times longer than the heights. Graphically, you will run into the problem soon or later because all the pertinent information on the logo gets too small for any one to recognize the letters in the logo.
Try to stay at 1:2 ratio of a logo, The width of the logo is twice the height.