I think that a business’s name is more important than its logo, the reason I say that is because businesses change their logo’s frequently and a business’s name should not change. A logo is just as important and changing it can be a positive thing, like a reinvention, or a new way to market itself but, I think when businesses change their names it implies something negative, like a dissolving of partners, bankruptcy that leads to take overs or that they are trying to change a negative image. So its important to put a lot of thought into the naming of a business, there are many factors to consider like does it convey what the business does, is it memorable, and is it easy to pronounce and spell.