I don't have nearly the experience you do in years in the sign industry nor do I claim to be to greatest designer compared to others on this forum. However, I know that I have an innate design eye that I am continually honing. That being said, I think that, perhaps you have either mis-interpreted or mis-used the term logo. Your original logo certainly does not project an image of quality or experience. If, indeed, you are designing a logo for your business, your turn around time and everything else is irrelevant. You should refrain from looking at logo design as incorporating everything you do into the design. Create a logo and let the "tag lines", advertising and marketing say what you are about.
Nike, Columbia, Yeti, Burton, etc... have nothing in their logos that indicate what they are or what they stand for. They are logos, plain and simple. The advertising, websites, marketing and everything else say what they are and what they do. A logo is a trademark for your business. Don't be offended or turn away this information. Whether you agree or not, that is what a logo is. Make a great day for yourself.