One possible strategy for logo design is to depict the name of the company with one minor graphic manipulation which serves to reinforce the company’s brand image or raison d’etre.  The added feature engages the viewer, encouraging extended cognitive processing of the brand name as the logo is noticed, examined, and appreciated.  The brand name is therefore stored more firmly in memory and is stored in conjunction with positive feelings generated via the appreciation of the graphic manipulation.  Some interesting examples follow:

Note that the Staples example is particularly interesting in that the top of the "L" is not only shaped like the end of a staple, but the brand name is depicted at an incline, sybolizing the top bar of a stapler.