There is a decent story up on abduzeedo.com about the design process. Included is a great series of images showing a inspired and well thought out logo and application by Roger Oddone.
You want your work to be like this, right? Why aren’t your logo projects this elegant and straightforward? This project wasn’t either. The secret here is that a whole lotta dead ends have been left out and we don’t see the client-designer interaction. Here in the real world clients have opinions and those opinions win. A more accurate idea the multi page mess exerpted below. With the caveat that you should draw 20-100 thumbnails to come up with the first five ideas, a handy logo design guide can be downloaded here.