A logo is the central element of a complex identification system that must be functionally extended to all communications of an organization. Therefore, the design of logos and their incorporation in a visual identity system is one of the most difficult and important areas of graphic design.
Before I started design a logo, I usually do a market research to find the principles and values for the brand. Then I can start with sketch, each one began with more than 100 sketches to get the best one. When work on computer, I would also try as many typefaces as I could to find the one that matches the logo.