Many people I talk with seem mystified by the logo design process. Business owners who want to hire a design firm are scared that they will not end up with a logo they are happy with. People look at new logos and wonder why some have turned out great and others do not.
Many of these issues can be prevented by taking the time to follow a process that guides the logo design from the beginning. The work for a logo design begins before the designer starts sketching. If there is agreement about the goals for the brand, it is much more likely that everyone involved will be happy with the end result.