Check list

Is the logo for the company or a product?
What is the overall mood of the company?
Playful?
Serious?
Ultra-professional?
Should the logo reflect the mood of the company or is it stand-alone?
Do you envision something techy or more organic?
Any colors you have in mind?
What is the primary product of the company?
What are the demographics of your customers?
Who is your competition?
Where will the logo appear on a product?
Letterhead?
Business cards?
Television?
All of the above?
What is the purpose of the logo?