The logo should convey my company's values, style and attitude. It
does not have to scream "market research." These values are: clever,
elegantly simple (like Apple Computer), iconoclastic, light hearted
but serious, and insightful.
I really like simple, clean logos. The clever use of negative space is
especially appealing, but not mandatory.
I do not want a picture of a monkey and I do not want a dialogue
bubble or thought bubble or a question mark (overused in the
industry). The name itself is cheeky enough, so the logo should have
an air of professionalism without seeming stiff. The ideal logo will
be simple and subtly "clever" -- a value that I want to convey to my
clients without saying it outright. I also need the logo to work
vertically and horizontally.
By the way, a "monkey suit" is slang for a man's formal suit and tie.
The name is a little irreverent, which also reflects my brand; we
don't wear suits, we are a jeans and t-shirt kind of place. But don't
go too far with that irreverence. If you want to incorporate imagery
related to a man's suit that's fine as long as the logo doesn't come
off as an apparel company.
Note that my company's name is "MonkeySuit" (one word) not "Monkey