Some of my logo works from several time over the years. Some client's project, self project also cool rejected logos. The process of making logo for me; from research based on brief, brainstorm, sketch out
dozens of rough concepts, executing ideas and visual, then last make an evaluation or revision.  More than making 'cool' or 'good' at visually, but logo needs to spur on the 'value' of the brand to the audience.