10log, as in "10 times the logarithm of..." is a part of the math equation that wraps around many equations in acoustics. This brand represents a set of web-based tools that acoustics professionals will use when helping architects design buildings.
These acoustics professionals ("acousticians") work both in the world of science and engineering, as well as the artistic side of architecture, and your logo may somehow acknowledge this, somehow simply and elegantly.
You will find also that using "10log" brings its own challenges because of the similarities between the "1" and "l" in some fonts and the "0" and "o" in others. You will probably need a serif font that clearly shows what is which character, because I cannot afford to have people seeing the brand and mis-typing the brand's web address.
I am probably not too interested in seeing little sine waves or sound radiating from the text like the Engadget logo. They are just way too overdone.
Thanks for your submissions!
**Update 1-Aug - Consider incorporating the "log" button from a scientific calculator in your logo. It should have a stylized (skeumorphic) appearance of a real button.