I’m going against all of what I thought was important in design school to say the following:
It doesn’t matter how clever you make your logo.
It doesn’t matter what kind of “unique style” you take on with your business name.
The colour you choose doesn’t matter.
The font you choose doesn’t matter either.
When you’re a business starting out, your logo is just a JPEG. One out of millions in the marketplace around you.
But while others might be focused on their own looks, you should be focused on serving somebody else first.