I think logo design is almost graphic design in its most purest sense: identitifying and communicating a brand message through a visual mark. When we're designing logos we always follow a few guiding principles. I think we subscribe to the Paul Rand  methodology summed up best by this quote:

“Simplicity is not the goal. It is the by-product of a good idea and modest expectations."

We've showcased by way of a short Slideshare presentation how we went about the logo design and rebranding for a medical distributor recently. By following a few simple rules we're able to make sure that the project runs smoothly and the expectations are managed properly so we can deliver a successful conclusion to this and any other logo design project. Logo design and branding: creative process revealed