1. Myth #1: That the design has to have something to do with your product or service. Not true! In fact, the best logos have little to do (visually) with what the business does at first glance. A logo isn't supposed to be an literal illustration, but a simplified representation, a visual metaphor. Rather than being on-the-nose obvious, a successful logo uses color/typography/composition/graphics to convey the "look and feel" of the brand without being too overt. Think of it as a good movie. The best, most influential movies don't have to hit you over the head with the plot, writing, and acting. It's more subtle, nuanced, with a little surprise and requires you to read between the lines. Bad movies are cliche, with overacting and predictable endings. And when it comes to your brand, which would you rather be?
2. Myth #2: It has to be an icon, emblem, or symbol of some sort. Not exactly. Sure, for many companies it makes sense to use a singular icon or graphic (like Apple or Nike) but many people forget that the typography, color selection, composition of the design as whole IS the logo, with or without a symbol.
3. Myth #3: You have to love it. (Hear me out on this one guys, it's going somewhere) Of course liking a logo is usually why it is approved and when designing my clients brands, I strive to design work they LOVE. But in the grand scheme of things, what matters most is what your ideal customer thinks or perceives when looking at your identity. Do they see you as luxurious? Accessible? Welcoming? Fun? Would the demographic of your customer be drawn to your identity and therefore your product or service? After all, the ultimate purpose of your logo/identity is to market your business to the right people, and design is just the solution for a marketing problem. But of course, when you do love your brand as much as clients do, that is just the icing on the cake!