Identity is a big issue in logos. Word mark, Symbol, Monograms these are the types one should study to best assign your design. Try using all prototypes until you find the best one and you are happy with it. Start looking as a critic observing how it can be destroyed or mock. Explore any way possible your competition anyone may degrade your product. Use marks that can attract the right people. An example a star, a heart and a circles all familiar icons. Be original don't try to imitate anybodies design, try duplicating concepts. Most of the people that have a big company created their logo on their likes. Popular logos like paramount have a mountain can remind people of Moses. When he went to receive the Ten Commandments. Likewise a globe means universal, symbolism...