My firm is a small law firm that assists small and medium sized businesses with all of their legal needs. My target audience are newer business in ALL industries. I'm selling big-law firm experience at lower prices thus it has to be more professional than trendy. Simple, elegant and powerful.
The above image is the basis for my tagline - "Changing the Game." I really like the chess knight as a centerpiece and I love the emotion that this picture evokes. That being said, my clients need to see me as the serious grown-up in the room who can be trusted with million dollar deals, so it cannot be hokey. At one point, we also discussed using a shield in the logo. I *think* I'd prefer the chess knight but would consider a shield incorporated if it's subtle.
Think Apple, Johnny Walker and Jaguar. Simple but powerful. Understated but clear. Emotive but not flashy.