There are 3 kinds of typefaces :

1.Sans-serif

More modern look, without any serifs. More minimal, elegant – often used in fashion companies and

2.Serif

Serif is visually more appealing type than sans-serif adding more  elegant, sophisticated look.

If You don’t know the difference, image below will explain it better than I can say with words:

Compare sans-serif with serif ( I used Times New Roman for this example) and I hope You see the difference. And the name “serif” is pretty self explaining.

3.Script

Convey more friendly feel with handwriting fonts, if You are good at handwriting try to create Your own calligraphy on Your tablet or scan Your handwriting – why do that? If You use typeface – every letter will be the same using those, but creating something Your own , You can create really unique touch.

There are lot of possibilities to create unique logo using just these variations – all caps, spacing, uppercase, lowercase, size, different colors, different weighting (bold, thin, roman.. etc.), transparency, 3D look or just create combination of these ways.

a) Just using font ( Delicious font for this example) lowercase with no spacing:

b) all caps:

c)spacing:

d) size:

e) different colors:

f) different weighting ( roman, italic, bold):

g) transparency:

This is too complex example by the way, but it’s ok for You to get the point.

h) 3D look:

If You use Adobe Illustrator, You can extrude&bevel in this way – Effect –>3D –> Extrude&Bevel.
You might consider using rotation, distortion, perspective tools too.

Done using Illustrator’s Revolve tool ( Effect–>3D–>Revolve):

Tip:

Keep in mind trying to create logotype “square” form type if You consider printing it on different posters, brochures – then You won’t got any problems with resizing and keeping it good looking.

And don’t forget about millions of different fonts You can choose from!  While choosing the right typeface – compare them, just adding below each other copies and variants – try to look over repeating, more elegant letters and bits of those to get Your vision and inspiration going – to create successful logotype sometimes You need to just add one accent changing one thing in the typeface describing companies business activities, goals in eye catching way and remember to keep it simple! If You haven’t got inspiration or ideas what to do, how to do, there are also different  roundups and sites summarizing different logs and ideas.

I often use logopond.com – there are huge amount of professional logotypes there, giving You great inspiration!!

brandsoftheworld.com is another handy resource with advanced search options using – brand name, description, author, uploader, url, category, country.

And one more time, use free font resources and their great online testing features!