The process of designing a logo is an extensive job, with practically limitless choices with regard to color, font style, the layout of the logo design, and the image company wants to portray. It is further complicated by two factors: what a client expects to receive and what a logo designer expects to give them. In order to mitigate these factors, it's important to write a logo design creative brief. Creative brief requires organization to spell out the direction the brand will be heading.
A professional logo design service will then ask you a series of questions about your preferences and come up with a brief that suits your needs.