Although Pressure Sensitive Products offers custom shapes for POP signs and other visual elements, there can be strength in standard shapes, too, if you know how to use them correctly. Once again, we can look at the world of sports for some inspiration as to what works best for a logo shape, and why a round image might be best for you specifically.
Chris Creamer of SportsLogos.net recently discussed the roundel style of sports logo, which goes back at least a century to the Philadelphia Phillies. Football, baseball and hockey teams have all used the circular format for their official logos at different times over the years, specifically placing the key image in the center while spelling out the team name and home location above and below in a wrapping banner style.
Other brands can easily mimic this familiar and attractive look, but to do so they should consider the way the text and the image interact, making sure one doesn't overshadow the other. In an article for One Foot Down, Eric Murtaugh notes that professional basketball team logos, which tend to eschew the roundel style popular among other sports, tend to spell out the team name 100 percent of the time.
This is in part a matter of necessity, because "the NBA requires every franchise to have the city and/or team name on its primary logo, plus a basketball must be incorporated into either the primary or any secondary logos." A few teams, like the Chicago Bulls or the Minnesota Timberwolves, go against the latter part of this rule.
The bottom line is that your business could need a combination of custom and standard shapes, not just one or the other. Specially precision-cut graphics will help you get the look you want in any case.