Owners and I would like a logo that could also incorporate a mascot as well. We don't want something that's just the words, but something that can have a character integrate with the the aesthetic of the shop.
Whether or not there is a mascot with the design, it should be related to what we are doing as a business. Tea, coffee, small eats, and a peaceful & conversational environment. Someone needs to be able to look at the logo and is able to at least guess that we could be a drink spot they can stay at. This is probably the biggest factor in the final decision.
We are also looking for a logo that looks good regardless of size (scalability). We are hoping to use this logo on larger items like logos and banners, but also something as small as a business card or even a tab online (e.g. 99design is 99d).
We also need a logo that is identifiable whether it's in color or black & white. In regards to color, we don't mind that there are colors on it, but we plan on printing in color on cards as well as lasering onto cups, so the more colors there are, the more expensive it is to print.
Logo needs to find a middle ground between simple and some uniqueness. If it's too simple, the logo will look fairly generic, but if it's too complex, it's a bit difficult for us to use in many cases (so, not too many elements; this falls again on difficulties with scalability). It would also be best if the outside/borders of the logo doesn't consist of very odd shapes.