Lacking concept for Logo design

As I was playing around with the idea of a drop shadow I stumbled upon the idea of creating a header design made up of a pattern of repeating text behind the text logo. I wanted to show the etymology of this made up word by distinguishing the root word "design"  from "-ables" suffix. At this point I have no slogan still. Looks like part of a Macy's news paper ad. I want it to reflect my style: simple, elegant &  geometric. This is TOO SIMPLE. Not to mention confusing. I think I am going to be my own worst customer. Impossible to come up with a good design with no concept.