Here is the Staples® office supply store logo:
Why do love it? It is Simple. It has a Message. It is Subliminal and contains a Double Entendre. The “L” is a “staple”. A staple is a type of office supply. but it also means raw materials. Staples® sell the staples (raw materials) you need to run your office. Simple but brilliant.
Lesson: A name – or a logo – does not need to be fancy or complicated to convey a powerful message to your customers.