Logo design is the most requested and least decisive part of branding. It matters, but it cannot do the job people hope it will do.
What a logo does
It makes you recognizable and it signals what kind of business you are. That is genuinely worth paying for, and getting it wrong is expensive to unwind.
What it does not do
It does not explain why someone should choose you, it does not make a confusing service simple, and it does not fix a website that nobody can find. Those are positioning, copy and search problems.
The order that works
Decide the promise, write the words, then design the mark against real applications rather than a moodboard. Done in that order, the logo is easier to approve because there is a standard to judge it by.
See brand strategy for the first step and graphic design for everything the mark ends up on.
