Before you even start working up a logo design concept, ensure you research your target market thoroughly. Your client should be able to provide some information about their competitors to get you started.
Compare all the logos in their competitive set. This research may well reveal some entrenched branding conventions in that market sector, and that can sometimes help your process by playing on familiar visual associations.
But bear in mind that many of the world’s most recognisable logo designs stand out specifically because they eschew trends and think differently.
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