Every business should have a clear identity.... your business should have a clear identity. Be it a startup business or an existing company. The logo and published identity sets the tone of the business.
Your logo is the representation of your business in your absence
Great logos last for decades, sure they might get a tweak here and there, but they fundamentally stay the same. It's like the foundations of your business, as time passes you might extend it or refresh it - but fundamentally it will remain the same. To quote Cameron Moll, "Good Designers Redesign, Great Designers Realign" - the same principles should apply to your logo.
Have a look at some of the logos and corporate ID's we've designed for previous clients.