First of all, the shape of the logo is either a make or break scenario. The shape either has to correlate with the name or relevant to your business. Best not to have your logo be something that the customer has to guess to bring out the traits of your business. Also the shape has to tie in with your business and something that sticks out so people will remember. For example, a logo for an eyeglass retailer can be an eyeglass case that is open with the eyeglass inside. It is easy to remember, sticks to the mind and the logo forces customer to remember you when they use their cases to get their eyeglasses out or placing it back in.