Our target audience are businesses building web sites, typically so-called Extranets, that is, web sites for business partners to log in to. The buyer role in the organization may be project managers, IT managers, web designers.
We are in the business of web security. Even though it is quite common in this particular field, I do NOT WANT steel plates, padlocks, keys, etc.. I think we have reached a point where this kind of security (on-line identity and authorization) has become more mainstream and human.
I want simplicity, possibly only our name. If adding other graphics than typeface, keep it simple. No complex or large designs.
As a company we are on the innovative side of the game, which we might want - subtly - to communicate on our web site. Keep in mind we a selling stuff that people traditionally bUy from big established players.
We try logo design for now, but will follow up with complete design of the web site.
Examples of organizations with good logos:
http://www.assistly.com/ (I particularly like Assistly)