Understand the logo brand

Yes, a logo is an image, but it’s also an introduction to a brand. The logo must reach a specific audience and when designing, you must keep this in mind. Write down what you think about the brand; perhaps even create a mood board with imagery that reminds you of the brand’s ideology — check out some online Google websites for some inspiration. But be wary of becoming inspired by only aesthetics rather than deeper meaning. “Researching other visual brands can be helpful, but designers need to be careful not to take the inspirations too literally. Any design work must be original and map directly back to your client’s unique brand attributes.

Evoking emotion

Is the brand utility-driven or is it more focused on evoking emotion? Is it contemporary or quirky? What does the customer care about, and what does the brand aspire to be? While it is helpful to stay up to date on design trends, it’s more vital to stay true to a brand’s personality. Here’s a quick brand personality evaluation that can help you along the way.

Ummmm… I don’t get it

More than anything, know what your logo means. Every logo has some kind of a history, filled with meaning and purpose. Take Apple, for instance — the fruit is missing a “byte.” Or Wikipedia, an unfinished globe of puzzle pieces covered with glyphs from different writing systems. Both logos are simple, but have an added twist that circles back to brand ideology.

Repost: http://mashable.com/2014/04/30/logo-design-tips/
Thank you for the great information.