Should a logo be self-explanatory? It is only by association with a product, a service, a business, or a corporation that a logo takes on any real meaning. It derives its meaning and usefulness from the quality of that which it symbolizes. If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned.
Usually when creating a new identity with a new name it is critical to ensure the legibility of the name. You are asking people to recognize a new brand and sometimes even learn a new word. Make it legible and don’t make them work too hard.