While a logo design may be the face of the rand, one needs to bear in mind that it is not everything there is. Brand marketing is a big umbrella under which logo design is just one single factor. There are numerous other points of contact for any particular brand.
And so it is important that you keep in mind the entire brand while creating the logo design. The logo design needs to be in sync with the entire brand including all its facets. This becomes much easier when one is open to changes, keeps versatile ideas and is flexible.