FWIW, I have done branding and re-branding for several companies as part of what I do when I'm not surfing gun sites on the entertron.
Some feedback for you, "truths" I have learned, for lack of a better term.
#1 - As a business owner, it is your responsibility to have a vision for the "feel" of you company, and to drive any logo or graphic representation of that vision.
#2 - Nobody knows your business needs like you do.
#3 - 25% of your customers will love a new logo, 25% will hate your new logo, 25% won't want change from the old one, and 25% wont care.
#4 - You generally need to update you brand every 2 - 3 yrs and re-brand your company every 5 years, depending on your market lifecycle.
#5 - Don't "solicit input" before the final product is done, or you get a different answer for every person you ask. follow your vision, get it created, and then announce it to the world. If you must ask for input beyond 1 or 2 trusted advisers (to challenge your assumptions) then your own vision is not strong enough.
#6 - Hire a graphic designer to ASSIST you, but don't hire them to create your logo. You need their professional input and creativity, but if you simply turn them loose, fail to challenge them, or simply let them "make their magic" you won't get what your vision requires for the business/product, etc.
#7 - Let general marketing and graphic design principles be your guide for color selection and overall style. Ask yourself every time you view the concept; "What does this say about my business"
#7 - If in doubt, see truth #5 and repeat it to yourself in the shower.
Good luck!
