Keep Logos Simple

I was designing a logo for a client a while back and the main concern he expressed when viewing the proof was that "my business does more than that." I had to explain to him that the purpose of the logo is to brand a business by creating a consistent image.

Do the Audubon Institute's attractions have only a tiger, a butterfly and a shark?

Audubon Institute

Of course not.

Does iTunes feature only music?

itunes

No way!

A logo is meant to be simple and memorable. It should also be pleasing to the eye, but it cannot tell the entire story of a business. 

Here's a great article about logo simplicity at graphics.com.