Your logo could be one of the most important parts of your business. Who you are and the customer you are trying to attract are vitally important factors to consider in the design. Subtle changes to font, color and design elements can have a drastic change in the way your business is perceived. Fun and whimsical images, bright colors and scripty fonts wont do well for the Financial Adviser for example. Also consider adding your personal touch in a less obvious way. For example: if your business is centered around change and transition, the use of symbols that are associated with change will draw the right kind of client and make them feel at home when they find you. Some logos have small, almost “hidden” imagery in them or formed form the negative space. The arrow in FedEx and MoM in the collar of Wendy’s. A google search will open your eyes to a plethora of these, and you will never “not” see the added nuance designed into them.