Sometimes you can just get stuck on an idea, overthinking it or overworking it, until you have actually forgotten what you are trying to say with your logo. Personality is key, ethos and offerings are the keyring and the audience is the door.
Sometimes it is all too easy to forget and go with what you like the look of!
When you get caught in that trap, do something totally different... I set myself a make-believe job to do and see if I can clear my head and focus my creativity and visual communications.
So here's one I made up earlier...
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