First, I sketched out a couple ideas for the initials JLR on a blank sketchpad.  Once I decided upon one that worked, I erased and redrew it until it was more refined.  

Next I took it to Adobe Illustrator and Created the basic shape.  I used a few color swatches to get an idea for the colors the client might be interested in by creating a grid of possible color palettes. 

I make a dark and light version of the logo with the brand name and subtitle below using Minion Pro and Seravek typefaces. 

Finally, I created an "unraveling" logo animation in after effects.