The whole purpose of a logo design is to give your business a proper visual identity. This picture represents your business and becomes the part of the consciousness of your existing customers and potential clients. They think of your business when they see your logo. The canvas of this piece of graphic design can be used to express all the good things about your business. As they say that an image is worth a thousand words so a logo design offers you a canvas that is larger than thousand words.
Getting your theme right is the first step. Your logo design should give a look and feel of your business and nothing else. If you are a coffee shop your logo design should portray that and it should not look like a candy store's logo. The next step is to deliver the message, many businesses use text for that by adding a tag line to their logo designs for example "We know the coffee" or something like that. If you have some catchy phrase then use it other wise don't get overboard with this idea. No tag line is better than having a cheesy tag line.
Make your logo a reflection of the moral and ethical values of the organization itself and its patrons. For example if you are a business catering the needs of retired wealthy republicans you might not want to add pagan design elements to your logo. Be sensitive and use your common sense and you will be fine.
