Almost any concept for a logo has probably already been used. It is the visual treatment that distinguishes various logos, a system of shapes.
This technique should be applied to every logo design. It is the whole thrust of modern branding design and the common hallmark of the most long-lived logos on the planet.
Negative shapes allow a visual double entendre. If you were working with only the positive shapes, it could come off too contrived, forced or just unclear.
As with any technique, Ligatures, Swashes and Flourishes can beautify, but must never interfere with the legibility of the identity.
A design made of only lines can be successful as long as both the lines and the gaps between are not too fine or small.
Planar shapes represent shadows with solid shapes. Silhouettes show an overall contour with solid shapes. Both techniques can make good logos.
In both the print and the digital world, tiny elements or fine lines cause real problems in logos.
A technique for generating more and better branding concepts using your whole brain and the knowledge of the four kinds of concepts with the three kinds of components.