This logo doesn't just express the name of the company. In this one logo, both the name of the owner and the meaning behind the company name are also incorporated into the design. Spiro is a Latin word that means to be inspired. The company name and its meaning are intertwined to create one cohesive logo, while also incorporating the client's name ("B") and the engagement ring to signify one category of events she plans.
One of the reasons that it is so important to develop a logo prior to the rest of your company's identity is due to the emergence of colors and designs throughout the process. Oftentimes, a piece of the logo can be used as art in the rest of your design. You'll see here that both the "B" and the engagement ring from the logo are incorporated throughout the rest of the identity package.