David Airey quotes:

A logoless company is a faceless man

Do not seek to change what has come before. Seek to create that which has not

A logo doesn't need to say what a company does. Restaurant logos don't need to show food, dentist logos don't need to show teeth, furniture store logos don't need to show furniture. Just because it's relevant, doesn't mean you can't do better. The Mercedes logo isn't a car. The Virgin Atlantic logo isn't an airplane. The Apple logo isn't a computer. Etc.

Without professionalism I'd be an amateur, and the clients I want don't hire amateurs.