Creating Logos - Harder Than It Looks

I am in the process of creating a refreshed logo for ShowOffCards.com and create a first logo for ShowOffStudios.com The most difficult part is making it as simple as possible yet conveying the brand.

I am a fan of super simple logos that make you go "Ah-ha!" Here's one that has the ah-ha factor.

It's from the "Guild of Food Writers"
That's just incredible...
(Found via logooftheday.com )