Each and every time we start creating a logo, two aspects are brought into discussion: the idea and the execution. I would like to underline that for the designer is important to follow this order: the idea comes first and the execution only afterwards, because the images are the result of the ideas about the visual representation.
Many people are desperately trying to make good looking logos without discovering first a great idea.
There are many steps to take until a designer should actually set pen to paper. Many designers go to the computer before having a clear idea about what they have to do. That is why I do advise all of them to think on paper first. And not on computer.
Very often, I meet people going to the designer with their first ideas already put in the computer. The images are beautiful. The letters are wonderful. But the logo is terrible. And that’s because the idea behind it is terrible.
And, when you finally have a great idea and you take your look over the worksheet, you may actually realize that you strayed from the strategy.

That is why I support Tibor Kalman’s position according to which “great designers create troubles.” Many logos fail out because they are thought to be too much intelligent or because of an extensive process of production.

see: The 1st wrong myth: “The logo is a Brand”