My objective was to create both a name and logo that reflected the idea behind my company - support for the flux, or ebb and flow of small businesses. I looked for a name that was somewhat descriptive, a sort of play on words that wouldn't be overly literal, hopefully leaving a bit of intrigue to invite further investigation. With all that going on, I decided a simple, clean design with a flowing font would work best for the logo. I don't know how successful it is, but I like it.
I'm hoping that others will post theirs here, I'd love to see more.