Take in the noise, the hustle and bustle, and translate it into colors, shapes, and letterforms. Draw several thumbnails using at least five different approaches. Then think how each design would look on a business card in glass bowl, filled with 100 competing companies' business cards. Once you've developed a few approaches, you might want to combine elements and ideas from the different thumbnails you've created and pull them together into a rough draft. You can use construction paper, magic markers, tracing paper, and type cut from magazines to simulate your design strategy.
Some designers prefer to go from thumbnails to digital design, and that's fine.
The primary elements you'll use will be colors and shapes - in the form of letters. Discerning the pattern of needs and strategies of the players involved should be the starting point of your choice of design elements. There are two different but related spaces you'll construct. Obviously, this space effects the size and file format of your logo. Your logo will often share cluttered, even chaotic visual space.