I was once told, "...creating a logo is like picking the right kind of tattoo." While not as permanent as a tattoo, your logo needs to be taken seriously. It should reflect the focus and personality of your business, and a bad one can be as damaging as making a bad first impression. Unlike making a bad first impression, however, a bad logo will never be able to make amends...it will remain bad. YourLogoMakesMeBarf.com draws attention to some seriously sinful logos. Have a look at some of the horrors on the site. Then compare them with the logos of some brands that you like. What makes them different? What assumptions do you make about the business with the bad, ugly, or amateurish logo? My guess is, they're probably not positive ones.