Price, fit, and it has to look cool, like a neat design on it.
Don't care too much about logos, but plastering logos all over doesn't constitute a neat design. Only two of my jerseys have logos on them... one is a Cannondale/Sobe one, orange and black, because the lizards are cool... the other is a warm, longsleeve Cannondale/Volvo one because it was cheap and fit well.