A logo's purpose is not to be just aesthetically pleasing, it needs to connect with the right audience on the right level. It needs to prominently communicate a brand's heritage & justify its existence today.

A well-designed logo & brand identity system, not just increases your brand recognition but also pulls in more customers. 

For a well-designed logo, I start my process with a 2-day research session, which includes research about the Brand, Target Audience, Target Market & most importantly Competitors.

Now all of this data needs to be concluded in respect of Brand - Keywords / Attributes / Metaphors which later on become the soul of a brand. 

With this data, I will start developing possible brand directions and starting sketch drafts. 

Once we have a few sketch drafts ready we'll move towards digitizing the final concept.