For me, this is a hard question to answer, because there are so many things that go into what I consider an "ideal" dog look to be. I think the short answer is that I like dogs that have some of their wolf ancestor left in the their looks.
A big part of it is the head shape I feel; muzzle and ears and overall looks. But also general size and build, and even the tail shape.
Fur is less important, although I do enjoy the thicker, double coat.