Wonderful advice from Kerry Butters writing at Site Point:
Design is, up to a point, subjective.
But doing your research and knowing exactly who your logo is addressing makes it less so.
If you’re thoroughly aware of what they want, even if they don’t know they want it, the more likely you are to get it right.
That of course leads to a happy client, branding that gets customers and a great portfolio for you as a designer.