An appropriate style choice
(contained within #2 of the list)
Style choice is one of the first logo design decisions to consider. Here's a quick run-down on the five types of logo styles to help you find your way.
Wordmarks - A wordmark is a logo made up exclusively of text
Brandmarks - depict your brand without words, through the use of an image or symbol
Combination marks - flexibility to spell out the company name while also incorporating an image or symbol
Emblems - emblems incorporate both text and an icon or symbol, usually by designing text inside the symbol
Lettermarks - initial or monogram-style logos