Logos represent the face of your brand and nowadays it’s all about branding. You can even score a marketing job with a nifty title “Brand Ambassador” if you know what you’re doing.
Many clothing brands stick to just their name/font so they can change their logo often, to fit for a certain crowd. Look at how this clothing brand, OBEY, changes their font and adapts the logo to other applications.
You want the name to stick out and for people to read the the brand name and commit it to memory probably moreso than the picture. Especially, if you try to change the logo in the future, you want to be associated with the product, not some random emblem or representation. I feel that an animal logo sends the wrong message in most cases. The U.S. postal service has an eagle because they fly air mail or because its such a classic American symbol. The few clothing line logos with animals I know of are Polo, Lacoste and Rocket Dog. Most of the logos that seem to have animals in it are organizations that deal with animals, such as Petco or Animal Welfare Organizations/Agencies.
Choose a brand name that will stick with people. You want the brand to “go viral,” not get “lost in translation.” Make sure it is easy to spell, short, or easy to remember. These brands typically fare better than brand names that get too creative, long, wordy, misspelled, rare, or hard to pronounce.
Try to go for simplicity. Most major logos are simplified shapes because the companies like to do different things to the logo for future marketing materials and they are easily recognizable. They are “to the point” and non-distracting. With a simple logo, they can change the colors, patterns, and make other variations without disturbing the design.
The great thing about a shield/seal logo is that people associate it with keywords like “certified” and “official”. Its not cheap looking, and a symbol of authenticity, esteem, prestige, and honor. That is perhaps why most universities/colleges, state departments, official offices, etc use these symbols in their logos.
Colors can be important, for marketing purposes. For example, primary colors, especially red, stand out and catch buyers attention. This may be due to a contrast between more neutral colors in our environment. Also, colors may by synonymous with a characteristic of your company. For example, many “eco, environmentally-friendly/conscious” product companies use the color green in their logos.
Shapes can make a difference too. Curvy lines in logos are considered more effeminate versus more abrasive, sharp, jagged lines are more associated with masculinity. This can be helpful if your targeting a specific “gender” audience.
People have a connection with words much like they do with pictures. They are attracted to letters and associate letters with certain things. This is subjective and personal. Often, they like words or brand names that start with the same letter as their own names.
Be careful about copyrights and plagiarism. You don’t want to do all this work only to have to fight for it later on. Do your homework, do your research.