FIRST AND FOREMOST- the actual logo symbol is the most important part of what I'm here for. Text and font styling of the name are being considered, but I want creativity and thought put into the symbol more than anything else. A great symbol / icon / logo will win the contest before a font treatment of the company name.
Simplicity. I want the logo graphic / image / object to be able to be easily discerned from a distance and memorable. It should work WITHOUT the company name in text AND with it and still have that impact / easy to recognize. The silhouette of the object / logo should be recognizable. Even in black or white, I want people to know what company its associated with (if they are familiar with the visual of course).
Logos I really like, for the above reasons, include the Nike Swoosh, the Apple apple, the Windows icon, the Olympics icon, the Mercedes Benz icon, the McDonald's Arch, the Pepsi symbol.
I've thought about using an 'egg' as the general shape for the logo, divided into four quadrants (note that an egg is A symmetrical, with a narrow top that widens towards the bottom) or an egg (undivided) but stylized somehow.
ADDITIONAL LOGO NOTES: I want the external shape / silhouette to be VERY reminiscent of the egg shape. Excess 'additions' to the perimeter of the logo won't help you. The object / icon / logo symbol (not the company name) should stand alone EASILY in black and white (not in grayscale). If you look at the sample logos from big brands that I pointed to, all are clearly identifiable in black and white. The shape alone is enough to be recognizable. I'm anticipating that most designs will feature cut outs or cut ins that make up the design INSIDE of the egg silhouette.
EXAMPLE: Apple's logo shape is very clearly an Apple, but the extra 'bite' out of the edge gives it uniqueness / personality. Target's sphere within a sphere is a unique set of proportions that make it recognizable. The Windows logo is basically a box cut into quadrants. The xbox logo is basically a circle with an 'x' cut through it. Google Chrome is basically 3 shapes arranged around an interior circle to create a bigger circle.