Every logo you’ve ever seen started with a series of questions being answered about its purpose and the entity it represents. Research is highly important to properly design anything. No sense creating before you know why you are creating. For example, a lot of college logos pull from the essential visual cues found on the campus of the institution itself. You have research and observe to know what makes the entity you are designing for unique. What is the main identifier? When I see THIS, I think of THIS! Know the message or image you want to communicate through the logo. Learn the market and the audience that will see the results of this project. Your knowledge of the brand combined with your creative skillset will yield great results if you put in the work ahead of time. Have the conversations and delve deep into the thought process of those who are approaching you to work on this project.