Very hard work that many don't understand. As designers we're tackling this first to establish an identity and brand. Although we did this professionally, it's rare to have the freedom/opportunity to do it right.
A logo is the first manifestation of a company's personality and a first glance at what they are about. Ideally it lasts for a while and is technically flexible to be printed, embroidered or just on your screen here. Typing a name out and making it bold and italic is not a logo(although some clients seem to think it is). Adding random shapes isn't it either. If you don't understand what I'm going on about then visit Hipster Logo Generator for all your branding needs.
A rant could spew forth right now from frustrating ignorance I've dealt with in the past but I'll save you the trouble. Identity design is massive work, and this isn't even it. We're talking about letter forms and typography in this case. This discipline involves precise measuring, lots of tracing paper, pencil sharpening, kneading erasers and a sharp eye. Studies on how the writing hand applies pressure of the writing utensil onto a surface. Assessment of a letters' physiognomy (why yes of course type has a face!). Careful kerning and counterform adjustments and the list goes on. Shout out to Doyald Young whose humble mastery has been inspirational to us in this process. Days of sketching and rendering on the computer, and we're nearly there (with exhausted and blurry vision).
