A logo represents your business or organization. It can be in the form of a symbol, graphic or word. The logo design process should include research, conceptualization, refining the preferred concept, testing how it works on products and printed goods, and finally adopting and applying it to everything that your business produces and publishes.
Things to consider:
1. Your logo doesn't need to tell your whole story. In fact, it doesn't need to illustrate a darn thing about what you do! It does need to be simple, considerate and memorable.
2. When working with a designer to create your logo, it should be a well thought out process when both expectations and reality come together. Your designer should let you know exactly what to expect during the process. Remember, design is a process and good design needs to take a bit of time to get right.
3. Sometimes you think you want a logo but really all you need is a beautifully typeset word mark. No icon, no graphic but a distinct colour palette and customized typography or hand lettering.