A great logo design is unique mark highlighting an important feature of your business that can positively effect your overall visual branding. It’s also something that you should identify with and cherish since you’ll see it everyday at work. The designers role is to understand your business and discuss with you to find out what’s at the core so they can visualise any literal or metaphorical meanings. 

As a designer it can be challenging boiling these abstract ideas and meanings into a small visually appealing design that communicates in B&W, colour and reverse colour. The best thing you can do as a client is find other logo designs that you like and have a good idea of what you want your business to convey to your customers. This way the designer can better understand your thought process and style preferences and use their skill to meet you halfway and create an original logo that looks great and resonates with you personally.