What I learned watching the video is that when creating or designing a new logo, you have to just write, draw, and endlessly play around with shapes and letters. The more you do this the more options you will be able to choose from in an effort to generate an awesome design. Just by writing things out you may help spark and idea or see something you didn't see before that can easily relate back to the brand. After that just keep sketching!! Once you find a design or two or three that you think have true potential, go into illustrator and start mocking them out. Illustrator is key because you can make the images bigger or smaller without losing the quality of your design. Aaron makes a good point about always making a copy so that you always have something to revert back to if one of the designs starts to fall apart. In this program you can easily play around with colors and fonts. The most important things is to remember to have fun. Try to spark inspiration from old books of logo designs, and never give up. It's okay to step away in order to clear your head. Sometimes we get so wrapped into the design we are working on that we have a hard time seeing other possibilities. Stepping away helps clear your head so you can come back a little more refreshed. Just remember to keep at it, and soon you will have an amazing design!!