ICONS

The popular startups use the abstract icons , geomertrical shapes  or symbol that describe their brand , what they do

For example, youtube has video icon that represent wha they do. 

Research for a symbol or icons that shows the new way of trend , an innovation. try to find easiest shapes that represents your brand . Example -  photography startups  make the logo using camera icons or symbols .

Typography

How color shade shows the emotions likewise, Typography logos triggers the powerfull and emotions for the brand. choosing perfect typography for the logo design it assist to fill thr brand personalility.

For example - Amazon logo  it shows  you can buy a to z product .

Font is key to recongize the brand. each font has their own characteristics and meaning .so find the correct and sutiable font for your brand that shows your company characteristics.

Typography can be simple logo but it can have hidden concepts.