Well... tbh, logotypes aren't an effective method to logo design. You're better off making an actual logo. Simple shapes that draw attention.
Text filter effects are kind of cheesy and overdone at times.
Think Bling, and jewelry design then build a logo out of that =)
EDIT: Also I read BUSINESS logos. They tend to be flat and not effect heavy. Simple colors, simple designs. But simple doesn't mean dull. [take a look at Zaarock's logos]