Creating a good logo takes time. Often the best ones stay in our minds long after we have seen them and create a feeling of trust for the brands they represent. There is a balance between simplicity and also still making a statement. A good logo is memorable, relevant, and timeless.
One of the most important things I try to take into account is the audience. Making the logo with intention for the audience who will be viewing it is so vital. You want to build trust and a relationship with your audience, often the logo is the first introduction to your brand and story.