Alt image tag are where you can actually spam and get away with it if you are smart.
The alt tag is supposed to enable someone who cannot get the image to display will know what the image was about.
If your image was a black dog, your alt tag shoudl not be black dog, that tells the visually impaired person very little.
It should be "Barney, a black lab and graduate of Thomson dog training academy" or something descriptive that actually helps you.
You can even get away with a couple of "logos". Use a generic png, and call it "carpet cleaning logo", and the next one "hardwood floor repair logo", just don't go nuts.
What you do not want to do is use the picture of the dog and call it "carpet celeaning logo".
Remember that this text counts as page content too, so using a lot of keywords in them will hurt. If you get a manual review your site will take a hit if the alt tag doesn't describe what the image is within reason.
Use these intelligently and it will boost your SEO, go nuts and you will shoot yourself in the foot.