The next step is Creative Copying. The type of font you use in your logo can easily change its entire appearance. Sometimes we get stuck, and we keep using the same thing over and over. We need to break away from doing this by using reference material. Look through the Yellow Pages, old books, newspaper ads, etc. “Borrow” ideas from different sources, never steal the whole idea or copy text verbatim. Play around with color along with everything else, and you should soon be on the right track.
Lastly, after research and referencing, you will go into the Thumbnail and Comp phase. This is where you will begin sketching out your logo designs. Play around with the knowledge you gained to help you figure out what images (if any) will go into your design. Try using a few different font types that you found during your research. Scale them up or scale them down. You can cut them apart to further play around with the layout. Sketch as many as you can so that you have more ideas to choose from. Eventually these will be what you will show you client, so make sure your design makes sense!