In this design, the logo works well because the image reinforces the specific company name. The curving path of the stones also repeats the shape of the S in the company name. The goal of a logo is to help people easily remember your specific company name. If you are using an image at all it should be to reinforce the part of your name that you want people to remember. If you are just starting out, a good way to name a company is to ask yourself if that name has a clear and immediate tie to an obvious image. This logo works because it is friendly, easy to remember, easy to read, and looks professional.
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