I think FedEx has what is probably one of the best logos of all time. That's a high bar to hit - but it shows you what's important to me. Simple, meaningful, almost serendipitous. Not over-designed.
This should be an abstract logo and not have anything to do with test tubes, beakers, bubbling cauldrons, or any other references to laboratories. I think the abstraction should convey the same words I used to describe the company: imaginative. curious. inventive, innovative.
I also want to avoid cliches that we commonly see in the logos of innovation-focused companies - including but not limited to light bulbs, gears, lightning bolts, etc...
While our company represents a new way of thinking, our logo can't be too radical - because we do have to appeal to large companies and I don't want us to look too "out there." In other words, I want us to be different - but not too different.
The typeface is just as important to me as the mark. There have been iconic identities built around text (think Yahoo, Google, Philips, CK, Facebook, etc...). It would be ideal if it used one of the fonts at fonts.google.com - but do not let that constrain you. You should also feel free to start with a typeface and then modify it, ie, mess with tracking/kerning/etc to give it a bit of personality.
From a color standpoint - I would like to stay away from your typical IT blues and grays - and go with something a bit more vibrant. Color is an attribute I'd use to make us look different - so feel free to experiment with colors you don't see as often. I'm a fan of purple, green, and deep reds - but do not let my preferences constrain you. If you think something looks good - even if it's blue - post it.
The logo should not be so intricate that it cannot be embroidered. It should also look decent in black and white (as it would appear on a fax cover page, for example).