New logo & business cards for a technology consultancy company

Industry: Technology
Type of logo: Word mark, Letter form, Abstract mark
Brand name/slogan in logo: Formulate
Ideas for the visual style: Clever shape/icon based with simple text
Things to avoid: Complicated designs
Preferred colors: I’m a blue lover but open to ideas
Where the design will be used: Web, print, etc. I needs to work in both square (avatar type) and full logo guises
Extra notes: I’ve stared a tech consultancy / advisory called Formulate. I’ll be advising tech startups, helping them formulate their ideas and plans, helping them construct a viable business from their idea.

I’d like a simple logo but that is clever. I really like logos that incorporate ideas in the logo rather than just random shapes. See http://aerotraining.co.uk for example, they have a map pin combined with a propeller which is perfect for their offering. Another example of a style of simple shape that I like is the top left one here http://wemediaworks.com/wmw/images/d-lc/logo-creations.jpg although this isn’t clever it is a nice looking logo.

I’d also like some business cards designed with this new logo.