Making a logo always requires a thoughtful process. All logos lead down a path that could be the intention. But if the logo doesn't seem right, it's because it's a logo for a different purpose. Thus, everything here was thought out for the brand and the specific client needs.
The first step is either communication with the client, or deciding upon the direction myself. From there, I usually spill all needed elements onto a blank canvas, and begin tweaking the main focus point. Once I have the variations, I tweak, add color, and move on.