So, let's just make it super clear from the start that logos are not meant to communicate or describe what a business does. Your business name, your tagline, your website copy - all of that can say what you do, but your logo doesn't have to and maybe even shouldn't. 

So what the heck should your logo do then? In a nutshell, your logo should visually represent your brand in a way that gets people to connect with and remember it. And, it should distinguish your business from other businesses. 

When you use your brand's visual elements over and over across all of your print and digital marketing pieces, your audience begins to recognize and remember you. They begin to connect what you're putting out there with you and your business.