I wouldn't worry about the phone book listing. It's not the advantage many think it is with the internet around.
I won't try and give suggestions other than, pick something you can live with a long, long time because changing it is nearly impossible. What is "cute" and "trendy" today says DATED 5 years from now. (Same for your logo.)
Personally I wil never use my name in a business because someday I'll sell the business and I don't want my name associated with it and the new owner won't care for it much either.