I see logo design not as an end in itself, but as a tool in your service design toolkit. Your logo is not your brand. Your brand is the experience your customers have and they tell their friends about. A logo derives meaning from the quality of the thing it symbolizes, not the other way around.
I still do appreciate the technical and design challenges involved in designing a good logo that stands the test of time and that represents the spirit of the company behind it.
Here are some of my efforts on that front.