Graphic identity search

What does a logo search do during the upstream phase of an UX design process ?

I hate (showing) wire frames, even though I make a lot of them.

I believe it's always better for all stakeholders to have a design start, even if it's not finished.

This allows you to plan on the application, and better understand the user experience. And you, What do you think about it?

I don't think it's a waste of time to spend a few hours creating a logo. Anyway it helps a lot and will facilitate the work of producing UIs.