Keeping a pictorial trail of how I get somewhere, the variety of ideas, the success and the designs that didn't make the cut. I look to all of these to find the right one, then talk with my client to finalize the custom design.
Looking at who the client is, what their values and ethics along with what they want their mark to say about them. Beginning with a basic word mark I put down virtually every idea I get.
After getting so many ideas out of my head, good and bad, this allows me to focus clearly on what is working and what isn't. This large amount of work makes the choosing of a few final designs easier.
By using this progression I can see what I like about multiple designs and have the chance of combining ideas to come up with the best of the best.