Thanks for the +'s guys.
I do design of various kinds for a living, and a logo usually should start from a very basic platform, preferably greyscale even.
First you work out the type treatment and basic iconography, then as those are approved you move into colors and treatments like gradients and textures, etc...although there should always be a "Broadcast" (all the glitz) and a "Clean/Vector" version - and *BOTH* need to be easily readable and discerned.
Things to think about are composition and contrast, Torben's I like the shield idea but the contrast between the tones on the shield and in the type is not high enough and therefore hard to read. Perhaps his type should be lighter in tone to change that.
Also, try to look at your logo big but also SMALL! Make sure the logo still reads well at very small sizes that it might be used at.
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I could add a banner or a shield or something, but I wanted to start simply with the type treatment because that is what Harald asked for in his original post.
Perhaps I'll work on some more ;)
Hope some of that helps people as they move forward.
And Bjord thanks for the support! truth is I probably spent *less* time than most people because I do stuff like this all the time, but I just know the software and the principles.
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Here are some other logos Ive designed:
