Confession: we are conflicted about logo design. Logos can be really fun and exciting to design, or they can become excrutiating identity crises. Sort of Rorschach tests gone wrong, with folks projecting dire meaning on irrelevant minutiae.
Remarkably, most of our best (and cheapest) logo work is as one ingredient in a project— seeing it in a brochure or ad instead of isolated, clients are all "Ahh! Yes!" instead of "my mother hated blue."