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But definitely look at the oldest developer areas with eBay, Salesforce and Amazon. They have been doing it a while.
Parse's portal gets a great melding of form, function, and philosophy. http://www.parse.com FullContact's portal has some nifty navigation on the documentation: http://www.fullcontact.com/developer/docs/ An honorable mention should goto the creativity behind Twitter's Field Guide: https://dev.twitter.com/docs/platform-objects
Absolutely agreed on Parse. My only criticism is bookmarking doesn't work very well. Mashery also puts together some solid docs via their iodocs system - https://github.com/mashery/iodocs/
a) Keep headings readable (nothing fancy) and un-ambiguous. Don't make me wonder whether I have to go to Authorization or Authentication for instance.
b) Document everything. Even small nuances that you feel are implied. The API specs should change before your API changes.
c) Give me an archived version somewhere. This is easier if you just release your docs as a repo on github. This really helps people out. I ended up converting the parse.com documentation to markdown just to get an offline, readable version for myself.