Shannon entropy is a quantity satisfying a set of relations. In short, logarithm is to make it growing linearly with system size and "behaves like information".

The first means that entropy of tossing a coin $n$ times is $n$ times entropy of tossing a coin:

$$
- \sum_{i=1}^{2^n} \frac{1}{2^n} \log\left(\tfrac{1}{2^n}\right)
= - \sum_{i=1}^{2^n} \frac{1}{2^n} n \log\left(\tfrac{1}{2}\right)
= n \left( - \sum_{i=1}^{2} \frac{1}{2} \log\left(\tfrac{1}{2}\right) \right).
$$

But also [Rényi entropy](https://en.wikipedia.org/wiki/R%C3%A9nyi_entropy) has this property (it is entropy parametrized by a real number $q$, which becomes Shannon entropy for $q \to 1$).

However, here comes the second property - Shannon entropy is special, as it is related to information.
To get some intuitive feeling, you can look at
$$
H = \sum_i p_i \log \left(\tfrac{1}{p_i} \right)
$$
as the average of $\log(1/p)$.

We can call $\log(1/p)$ information. Why? Because if all events happen with probability $p$, it means that there are $1/p$ events. To tell which event have happened, we need to use $\log(1/p)$ bits
(each bit doubles the number of events we can tell apart).

You may feel anxious "OK, if all events have the same probability it makes sense to use $\log(1/p)$ as a measure of information. But if they are not, why averaging information makes any sense?" - and it is a natural concern.

But it turns out that it makes sense - [Shannon's source coding theorem](https://en.wikipedia.org/wiki/Shannon's_source_coding_theorem) says that a string with uncorrelted letters with probabilities $\{p_i\}_i$ of length $n$ cannot be compressed (on average) to binary string shorter than $n H$. And in fact, we can use [Huffman coding](https://en.wikipedia.org/wiki/Huffman_coding) to compress the string and get very close to $n H$.


See also:

 * A nice introduction is Cosma Schalizi's [Information theory](http://vserver1.cscs.lsa.umich.edu/~crshalizi/notebooks/information-theory.html) entry
 * [What is entropy, really? - MathOverflow](http://mathoverflow.net/questions/146463/what-is-entropy-really)
 * [Dissecting the GZIP format](http://www.infinitepartitions.com/art001.html)