Logos are so difficult to make........ I usually start by brainstorming words related to the core of my comic, or whatever I'm making the logo for. It can be pretty broad just to try and get a feel for what the mood should be. Then I sketch out various ideas, tweaking those. Thinking about it some more, sketching out some more and then find myself going back to one that looks good.
I then search around for fonts that are "100% free". It's honestly difficult to find good 100% free fonts, but there are some gems out there for sure. For us comic makers I don't think it's much of a problem to even use fonts that are "Free for personal use" unless you start making some real money. Then you should probably buy the license.
Then I go into Illustrator and start putting it all together. I also think about what colors along the way. I usually make copies in Illustrator and keep making tweaks to it until I'm finally satisfied. I try to scale it up and down and zoom in and out to see how it looks at difference sizes. I try different color combos and then eventually settle on a final design.
So for my main comic, after all that I came up with a logo!! Here it is:
At first I really loved it! And then maybe a month or few months later I realized I hated it. It didn't say enough about the comic I felt, didn't have much oomph, the colors weren't right, and worst of all I realized it did NOT work at small size!!! argh! Even when you know these things, sometimes it still escapes. The top text is not legible at all when it's too small.
So I ended up going back to the drawing board and started the whole process over! I thought about the issues with the logo which were mainly the legibility, but I also realized I wanted to make my comic more shoujo-leaning and this logo didn't look shoujo in the least. So I took those ideas, made a new logo. This time I threw it into Photoshop afterwards and added effects (always have multiple versions of your logo. You should have a flat color version in addition to one that has effects, especially if you do merch like t-shirts or embroidered items). BOOM
Sometimes you have to know when to say no and just redo it. I'm much happier with my new logo!