Article from Smashing magazine on logo design
‘Why did you start your company? If you can get to the heart of why they went into business, you’ll be able to create a logo that feels more genuine to that original mission.’
The post focuses on designing a logo (from a web developers point of view) but has some good questions to ask yourself when planning your website and marketing too.
Also worth checking out Branded in Memory, a site that looks at how people remember 10 of the strongest logos around.