Stay away from complex looking logos. People would often avoid complexity in logo designs. They would shun away from things that alienates them and would require them to think thoroughly before understanding the images that are presented to them. Uniqueness and simplicity are two major factors that every designer should remember; make sure that these are the first two reasons when choosing a proper logo design.
It would be better if you look first at the logo of your competitors as well as other related business to be familiar with the trend. Spend some time brainstorming to generate different ideas for your logo, as you narrow down the list of your choices; the closer you are in selecting the best logo that would represent your business.