It is so much easier when you can use a cliché in your Logo either by design or in text but it is really something that you want to avoid as much as possible. You really want to go with the uniqueness so when you start using clichés it detracts from that. Also, if that cliché happens to have created a negative impact within the business world that it is automatically going to trickle down to you.
A lot of the clichés that come in with the Logo is the swish type logo. While this was popular in the past it has started to become less so, and more unique ways are found to incorporate part of it within a newly designed Logo.
An extension of this was the multiple swoosh Logo where the swishes were all interconnected. While you would see plenty of these around, about the only difference you would see in them would be the company name that they were attached to them then perhaps the color. It got to the point where people could not distinguish between the businesses because one Logo looked the same as many others.
Designing your Logo to be unique is not something that is going to come easy because just as there are a number of businesses on the Internet, the same can be said about the Logos. This is where you really have to begin to focus on your business instead of what everybody else is doing.
When you are doing your research you can start early on to look at Logos so you can get the idea of the concept behind it, but after that level you want to really try and forget about them and start to develop your own. You may go through many different renderings before you find the one that suits you best and that you feel is unique.