At a glance, tell the story. What we do, where we do it and how to find us. Make it work both in a relatively compact or expanded setting. If there is a way to create a 3-D effect - that would be a plus. Having the image & domain combined with our phone number: Just Dial (707) 'LETS-FLY' would also be a winner.
I've provided some logo images from my local competition at http://www.balloonrides.com that has some nice attributes. I think we can do better...
I don't want to make it look cartoon-like or childish. Think contemporary.