Sometimes it's a unique type treatment. Sometimes it's an eye-catching illustration. My approach with logos is to take the time to get to know your business, analyze who your audience is, and work with you until we have a logo that you love.
To see more of my work, go to my deviantart page.
Listen to my podcast about logo design at logodesign.com.
"See first that the design is wise and just: that ascertained, pursue
it resolutely; do not for one repulse forego the purpose that you
resolved to effect."