When starting a new business, it is important to take your time to finalise the logo as this will stay the logo for the foreseeable future.
First thing to consider is your competition- competitors will not be happy with a similar logo and may even sue should it bee so similar. checking out other similar businesses is also a great way to see what you do and don’t like in a logo.
What colour? This depends on the brand itself. If you want a bold colour, consider what colour the backgrounds will be that your logo is placed on opting for a black logo can be very beneficial as it can then be reversed into a white logo for plaement onto darker backgrounds.
Typography- fonts can reallypimensay alot about a brand, from bold funky writing to slimline sophisticated typography. The typography shouild work well with your logo and compliment the brand.