Zook is 100 percent right. Your logo needs to represent your company and needs to be "portable" It needs to look good on your business card, on a website and on the side of a truck. Some of the designs that Zook pointed out look great for web only but do not translate to print. Look at "uniquecorals.com" it cleanly gets the point across and works with many forms of media. The mad scientist is a mascot not a logo but there is nothing wrong with that as well if it can portray the image you are going for. Most good logos are short and to the point If you make it too literal and/or too complicated you loose the effect and then you loose your audience. Good luck hope this was helpful.