My aproach to design a logo is to create a punchy, recognisable symbol or shape. That can easily be identified without the use of type.
To me identities based on colour and shape have a greater resonance in the mind. A well crafted icon or symbol is intuitive, recognisable and familiar.
I always make sure my logo work is identifiable small and large, that it can be used in grayscale and has the option to be used on black, white or transparent backgrounds.
Usually I tend to create a minimum of 3 design options. Brain storming the concept to arrive at a point where the client and myself have a good visual foundation on which to develop a finished product.
