The older styles suggest a company that has been in service for many years.  Many new companies like logos with old fonts to give the customer the illusion that they have been in service for many years.  It's a sneaky way to do it but in marketing it is said that an old style font makes people automatically trust the business.  The last page I sent you had some older deco styles.

The other way to go is a new style font.  It suggests that the company is modern and streamlined.

On the logos below, the tripple fading shadow and the slight italic suggest speed. The font implies a modern company.  I could do this in any colour and background.  I could also do the tripple fading shadow on any other font.
 

Plain fonts suggest a no nonsense attitude.  The company will get things done.  Some common variations on this are below...
 
 

The logos below show what can be done with transparancies.  All the colour comes from the background and the colours blend when they overlap.  It looks good on a screen or in light, but it would probably be difficult to produce on a card.  Transparancies are popular right now as they were in the 1950s and early 1960s.  There is a retro feel to them.