Authentication and identity require strict security and privacy, so the logo must inspire confidence and reliability. On the other hand, this is a modern, hip, web-based product so the logo cannot be boring either. We think a successful logo is one that can balance these requirements.
Part of the logo should be usable as an app icon (i.e. fit in a rectangle and not too complex, easily recognizable). Ideally there should be a theme color that contrasts well with white, so it can be used e.g. as a top or side bar on a web site, with the logo on it.
It would be awesome if it's possible to (partially) incorporate the "A", "2", and "id" or "i" and/or some imagery of login/identity/security into the logo without making it too complex.
[Logo cannot include a shield, because it is overused in the industry. Blue color and stars are also somewhat overused.]