What is the best way to convey what type of logo I want?

Collect samples of logos you like and ones you dislike. You can do this by visiting those companies' websites. While on their site, save the logos to a folder on your computer. You can usually do this by right-clicking (control-click on a Mac) on the logo within your web browser and choosing to save the image. This is a good idea for your records and you can print or email it to the designer so you can discuss your ideals further. Of course these will only be used as direction and will not be copied to the point where they would cause copyright infringement.

Then compile a list of qualities you'd like to convey about your company. Tell us about any color preferences you may have and things you might want to avoid. Also, describe what your logo may be used on so we can take into consideration any possible reproduction limitations.

Usually we will first provide you with some rough concepts or express some ideas. Once you choose the direction you would like your logo to take, you can typically expect a few more revisions to get it exactly how you want it.