What's in a logo?

What can you tell from a logo? Coca-Cola Classic backs up it's name with a classic cursive font. Fed Ex has it's hidden arrow to subliminally point to what they do: move things from point a to point b. My logo is simple yet it does have a purpose behind it: repurposed hemlock fir--the most common construction grade lumber in the west--points to my love for wood as well as my love for seeing things differently.