Creating a good looking Watermark from a logo

[YoungRetoucher]

Too often we see watermarks which look like we just stepped into a time machine an went back to the 90s. So what does a watermarked logo need in order to be easy to read without looking cheap? A bit of transparency? A bit of shadow? Finally how do you apply your watermarks, manually? Through Lightroom?

[Doug Nelson]

I'll admit to being hopelessly stuck in the 90s, but here's a technique I came up with:
http://retouchpro.com/tutorials/?m=show&id=161