When it comes to a logo and branding you need to keep the following in mind:

• One of the elements, logo or slogan, of the brand must be informative of what it is.
• One of the elements, logo or slogan, of the brand should be sexy and/or cool.

The key to the formula is if your company name and logo say what you do, then have a cool abstract slogan. If your logo and company name does not say what you do, then have a cool sexy logo with a descriptive slogan.

For example, if we had named our company "Atlanta Web Design", I would have a cool slogan that says something like "Taking you places you never been!"
If I had named my Atlanta web design company CranBrain Corolations, I would then use a descriptive slogan such as "Building effective websites, one client at a time!"

Now if I had named by web design company CranBrain Corolations and used the abstract slogan, "Taking you places you never been!". No one would ever know what you service or product you offer.Unless your a Coca Cola and have hundreds of millions of dollars to spend, follow our process and you will get more exposure of your brand.