A smart entrepreneur will ensure sufficient allocation of time to designing the logo. The logo of a company remains with the company as long as it is alive. It is a decision that lasts a lifetime. A company at no point should change so much that they are no longer able to identify with the logo. At the same time, the logo should be able to justify not just the product of the company but what the company stands for.
The logo represents the company and everything that it believes in, from the colours in it to the object, the logo stays with it from creation till it shuts down. There are many who change small and intricate details of the company as time progresses. This could be because of a superstition or a diversification in the company. Whatever be the reason, the logo has to be just right for the company.