I m freelancer logo graphic designer working since 6+ years on software applications like canva adobe creative suite, illustration photoshop inDessign etc. The goals and purpose of the project A great logo reflects the values and personality of a company. As iconic designer Saul Bass says "Logos are the graphic extension of the internal realities of a company".On we you have a clearer understanding of the company. It's time to start defining the brand values or look and feel of the logo in wiles Before you jump into design,it's essential to understand your client' design preferences.They know the brand better than anyone so they "lol probably have some ideas around the visual direction.Ask them to supply any images that communicate their design preferences,then add them into the brief.Its equally important to understand when your client likes about these references and how they tie back to the company goals.It is the colors,the shapes or the personality captured in the images?or are they examples of what not to do?All these details will help you stay on the same page throughout the design process.