A logo is not just another graphic design, it denotes values of the business. Values are Integrity, Honesty, Loyalty, Dependability, Innovative, and Leadership. Your goal with your logo is to portray to the cusotmer that you are selling them something of value and you can trust me. The way your fonts are laid out, colors are use and pictures create an aura that your customer subconsciously thinks about. As you create your logo, look around at other company logos and what comes to mind.