A logo can say as much about the business as it does about the person overseeing the final approval of the design. Keep this in mind when asking others for their opinion, as they may not fully understand what is required. The more people involved with the final decision making process the longer it can take. If you ask six people what their thoughts are they'll possibly give you six different opinions. Be confident: You and the designer will work out what works best for your business.
As many ways as you can draw a line down a page, there are as many options to design a logo. Combine that with the colours of the rainbow, the vast amount of techniques available, and the possibilities are endless!
As you start the initial process of logo design there are a number of things to consider: Will there be signage? What sort of signage? Will the logo need to go on a uniform or stitched onto fabric? Plus what other immediate promotional material are required? You need to consider these things, in part, because you want to ensure a consistent brand across all forms of communication.
As a designer, we need to take into account the type of business the logo is being designed for, plus the audience that business attracts, while ensuring that our clients are happy to have that image represent their business.
As a client, if you can supply as much information as possible as to your thoughts on the logo or your competitor's logos, it makes the process move so much more smoothly. Supplying this information may help speed the process, because a logo can take an hour or many many hours depending on the clarity of the information originally given, plus the clarity of the feedback concerning the initial designs submitted.