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H and R Block has one of the worst logos I have ever seen. Yet, they brag it cost (I think) four million dollars. Some things are important not for what they are, but for how much you spent on it. Cars are an example. A Prius is hugely over priced for what it is, but right in the ballpark for what it represents and says about you. (If you want people to know you are superior and “care” about the environment.)

H and R Block Logo
https://www.bing.com/images/search?q=h+and+r+block+logo+photos&qpvt=h+and+r+blck+logo+photos&qpvt=h+and+r+blck+logo+photos&qpvt=h+and+r+blck+logo+photos&FORM=IGRE

I was a successful, self-employed commercial print broker for years. I've created hundreds of new logos for my printing customers. Some simple, some more involved. But most were made up overnight or over a weekend of throwing ideas down on "paper" (computer screen), sleeping on it and revising them, if necessary.

My customers were presented with two to four options to select from. Sometimes the customer wanted some revisions, but usually they went with one of my designs and color schemes. I then created the artwork layouts of their stationary, business cards, etc. for their company, using the new logo. Using the artwork I created, I had wholesale printers print the products for me.

And I have no background in designing or training in art. As in zero.

Companies spending hundreds, thousands and millions for a logo are throwing money down a rathole. It's not rocket science.