Logo development requires a comprehensive understanding of your company, mission, and audience. The process includes conceptualization, sketching, and development of variations and approvals to finalize the perfect logo. Logo's can be text based, using a symbol or not, but should never be complicated. Your logo represents your brand, more importantly your promise to your customer. Your logo should reflect your brand's values, and a literal symbol or mark doesn't allow your company to expand as technology and industry changes. The less literal your logo is, the more longevity it has, and the more it can allow your brand to evolve. For example, Nike doesn't use a shoe in their logo, and apple doesn't use a computer in theirs. Some logos do best being literal, but think about the possibilities of your company before deciding.