Your logo doesn’t need to scream at your customers to speak effectively. The best, most memorable logos are simple, clean and understated. One great examples of this is the subliminal arrow in the FedEx logo. That thoughtful text treatment is a memorable embodiment of their brand message.
Your logo needs to take your brand and boil it down to its essence. A general rule in branding is that you should be able to say what your brand stands for in five words or less. Logos take that five-word message and simplify it further, distilling your brand into one powerful graphic. Make yourself memorable by evoking a feeling and telling a compelling story, not by yelling at your customers.