Numerous things. But before they start designing, it’s about the client, the competition, the context and the audience.
These will all shape the idea. It’s about establishing parameters: asking questions such as;
What are the client’s objectives?
What’s the best use of the budget?
How and where should the logo be used?
How can they become distinctive?
What’s the competition doing?
Who are the audience?
Where do they encounter the brand and what’s their view of it?
What are the cultural considerations?
Then it’s about locating something distinctive and identifiable within the client and conveying that visually, within those parameters you’ve set.”