An excellent company logo design is a reflection of the company core values, shared culture and its people. Experts achieve logo design tasks through quality discussions with their client. They learn about the organization and the way they transact business, and then bring that concept into the design.
After knowing the client, you will need to learn about the audience, and the competition. Understanding the viewers and the competitors will give you some signs as to where you need to take the logo (the style) and to prevent doing an identical logo to that of the competitor.
This talks about where and how the logo will be used? This is a really important part of the process because it informs the professional logo designer the things that can and cannot be done about the design.
Expert identity designers usually draw a multitude of logo concepts during the initial phase, then choose only a few to show to the client. It may appear hard, but it is not really a long procedure. Sketch, then do some more, so you can really pick the fit from what’s not. That is how experts do it.
As soon as you are done with sketching, choose at least 5 of your best concepts and make some initial designs in vector. Create also a few in grayscale, then show them to the client for preliminary evaluation. The main purpose is to get client reviews on the concepts and identify the ones they would like to improve.
The revision stage is the lengthiest one because it needs many conversations back and forth regarding the changes for the logo.
An excellent logo is not the end but the start of a great branding. Business invitations, signs, and marketing materials have to be designed so they all become consistent with your branding.