Every logo should have a subliminal message, a subtle association, something that would explain what the business is about. But how many hidden meanings could be in a logotype? My friend, graphic designer, told me that two hidden meanings are enough as it will get too complicated and the audience won't get it.
For example, Unilever logo is very complicated.
But this logo clearly states that business is about diamonds and has only one association - shape of a diamond. Therefore it's easy to understand it.
Full design project is here: https://www.behance.net/gallery/16581451/ADAMAS
Here is another example where designer shows the meaning of his logo. Here I'm particularly questioning his decision to use circle as a representation of: 1) love towards football and 2) love towards design.
Shouldn't that circle be representing only one thing?
Here is the full project for the reference: https://www.behance.net/gallery/40840727/Personal-Branding-Logo