The logo is always the door to your brand and story and that's why creating a good logo takes time. Think about the logos that have stayed in your minds long after you have seen them. A good logo is memorable, relevant, and timeless. A good logo has a balance between simplicity and making a statement.
When it comes to design logos, I think about the audience. Making the logo with the intention for the audience who will be viewing it is so vital. When I design logo, I want to build trust and a relationship with the audience.