99 times out of 100, if you don't have any identity or branding, I like to start with your logo. This is basically the springboard to your branding and concept. Usually the direction of your branding takes place right here!

I have done all styles of logos from highly illustrative, to very simple or "corporate." I always make sure to grasp the direction that my client is trying to achieve, and base my logo concepts on my clients' market, industry, and personal taste.