Small one-person startups often worry about costs in creating a logo and applying it, so try to create their own—usually with clearly unprofessional results. But retaining a freelance designer you can trust is always a better choice, and the outcome will always be worth the relatively small cost outlay.
Jennifer Goddeau has been in the management consulting business for a long time but started a leadership coaching practice awhile back and asked me for a logo. She had an inspiration around strength and resiliency in the form of a hummingbird. I created the logo (just could not
get that hummer to sit still!), we brainstormed on taglines, then I applied both to business cards and a leave-behind postcard. We found a simple templated site at Wix, and I added the design elements and adjusted it to her needs, helping with images and massaging her wording. You can find her at goddeauconsulting.com