Originally Posted by derek lapp

the logo is the face of the brand though. half of the money is usually spent on application like signage, uniforms etc, but it's still a very important part of the process and it's what people will interact with the most.

i agree a web hosting company doesn't need a deep, thought provoking logo because it doesn't do anything deep or thought provoking, but why shouldn't it try? who aims for good enough?

regardless of intensity, a logo should have a concept in some way. if you want to call yourself a professional the reasons should be deeper than "it looks cool".