http://conceptgenius.com/brand-logo-concept-development/

THE QUESTIONS

1. What is the most important thing you want to say about what you’re going to present?
2. Who are you communicating with? Students, Teachers, People with lots of time, Someone passing by?
3. Once you have what the most important thing is, how are you trying to say this?
4. Are people familiar with what you are presenting?
5. What do you want people to think of the thing being presented?
6. What is the history of the people/thing being presented.
7. What is the emotional connection and how do you make it resonate with them?
8. What tone or attitude do you want to want to convey.
9. Where will this be presented and how can you make it stand out from other things presented in the same way?
10. What is in it for the demographic?

One great tool to get those gears grinding is *dun dun dun* brainstorming. There are several ways to do this.