A logo is the face of your business to the world. It's the personality. Is it mean or it is nice? Is it for everyone or is it very selective. These criteria either bring in people or it weeds them out. Is your business attracting the wrong people because the wrong messages is coming across? Logo Design is not ramdom and you don't do it because it looks nice. The 4 elements say something to a person the font, the name, the color and the icon. What do you want your logo to say about you?