Your name determines whether you can afford an effective logo. Complex names require expensive custom typography that costs £3,000-£15,000 to execute properly.
Short Names = Icon Logos
Apple, Nike, Twitter. 1-2 syllables allow pure symbol logos.
Long Names = Wordmarks
Coca-Cola, FedEx, Microsoft. Typography IS the logo.
Avoid Literal Imagery
"Cloud Solutions" doesn't need a cloud icon. Overused and forgettable.
Test Logo at Tiny Sizes
Must work at 32x32px (favicon size). Complex logos fail.
Name First, Logo Second
Don't choose a bad name because it "makes a good logo." Name is 10x more important.