The slogan does not necessarily need to be in the logo. I imagine a clear and simple font type and an icon next to it that I could also use in presentations. A bit like the stones in the stepstone.com logo. But these are just ideas - anything is fine if it works well.
What DOES NOT work for me:
- Color gradients (especially in the font)
- Unclear not well legible fonts
- Circles around the logo
- complex fonts or fonts with strong serifs
At best the logo should deliver a message like "broaden your horizont", "empower yourself", "be inspired".
One more thought: Red Bull is not making advertisment with the can or 'sugared water'. They make advertisment with the person you become when you drink Red Bull, you gain wings and you'll be an awsome, active and positive person.
In the same spirit I don't want to have a book in the logo because that is the sugar water of our project. I want an icon describing the idea of being inspired, seeing beyond, broaden one's horizont, gain perfection.