Skip to main content

Secrets Of Our Logo Design Process Revealed

Our Logo Design Process – A hassle-free process from start to finish enabling you to focus on getting the best logo design created for your company.


Creative Brief – The first step of the logo design process after engaging our services is the completion of the creative brief. This includes questions about the company, products, service, or business but more important questions about the target market, the kind of message the client wishes to broadcast through their logo design, and their design preferences.

Team Assignment – Once the creative brief comes in, a creative director is assigned to the project. This would typically be the strategist or creative director the client would have either communicated via email or phone. The creative lead then picks a small team of 4-5 designers to work on the logo design process. The assignment of the creative lead and the designers are based on the industry segment of the client’s business and the kind of service level they had purchased so that senior staff can be assigned to more comprehensive client projects.

Project Creation – The project manager continues the logo design process by creating a project on our online studio floor where the client can see the team assigned to the project, can communicate with each designer, check out the milestones and calendar and see the design presentations.


Once the project has been created on our studio floor and the team assigned, it is time for the creative director/lead to start the research and brainstorming process. This can be spread across multiple days and sessions and all members of the team are involved. One-third of the time and effort is spent on research into the company/business. Another third is spent on competitive landscape analysis and research and the final third is spent on the target audience research.


After the research phase is completed, the team will be armed with 6-8 different brand story directions. Each of these directions is then turned into a creative solution by the creative director and the team of designers.

Each designer takes ownership of one or two different design directions and they start sketching out ideas and doodles to translate the brand story into a visual representation. Most of this happens using pencil and paper. Sometimes scores of different design ideas are drawn up.

The creative director then works with each designer to filter and choose the best candidates to take forward into the digital design phase.


Once the hand drawn sketches are sorted and prioritized, the team gets to work building the digital versions of the logo design ideas. Each logo design is a built-in vector format using clean design principles. We use Adobe Illustrator for building all our vector artwork.

These digital designs are fine-tuned and crafted with so much care that sometimes one of them becomes the final design and is selected by the client to use as-is. Other times, clients may choose one direction and then request some tweaks or changes to the design – either the typography or layout or even the color palette. These are called revision rounds.


Revision rounds involve tweaking typography, layout, or sometimes even adding additional elements to the logo icon. After one or more revision rounds, and once the client is happy with the final design, the team works on whatever other brand elements the client had engaged us for – such as secondary icons, brand patterns, matching stationery designs, marketing elements, and even a website.

At the end of the process, we create printer-ready final files formats and camera ready vector artwork (including EPS and AI files) as well as web-ready files such as JPG, PNG, GIF, and PDF files and upload them to our servers so the client can download them for safekeeping and usage. If a brand manual was included in the contract, we create that too.


A great graphic design is a product of elaborate thinking and visual creativeness. Failure to translate your ideas into a compelling design is pointless. At the same time, a well-crafted logo is ineffective if it doesn’t embody the essence of your business.

That’s the purpose of the design brief – to set direction, place parameters, and stir creativity. It sounds quite complicated but it’s not. It can be formal or informal depending on the graphic designers you’re working with. The important thing is to have crystal clear objectives before going to the drawing board.

So, what’s in a design brief? It all starts with your branding strategy or how you want to position your brand or business relative to your competitors. Some of the questions below will help you develop a practical brief:

1. What’s the one thing that you want your customer to remember about your brand or business?
2. Who will be exposed to your logo? Talk about your target market.
3. What images and words describe the personality of your brand?
4. Who are your major competitors and what are their main talking points? Be sure to check the logo design color combination they are using in their graphic designs so yours won’t be confusingly similar to them.
5. What’s your target media? Do you want heavy exposure online, TV, radio, or newspaper? This is essential for finding the right materials to use.
6. What’s the measure of your logo’s effectiveness? Make sure you and your friendly graphic designer have a clear definition of measuring the impact of your project.

Here’s one thing you should remember: it must be brief. That’s why we call it the design brief. Avoid analysis paralysis. Two hours is too much, assuming you’re very familiar with your branding initiatives. At the end of the day, it must be clear, concise, and direct.

Frequently asked questions

What is a creative brief and why is it important in the logo design process?

A creative brief is a document that outlines the strategic direction and objectives for a creative project, such as a logo design. It guides designers and provides a clear understanding of the project’s goals, audience, and expected deliverables.

In the context of logo design, a creative brief might include information about the company’s brand identity, the target audience, competitors, and specific design preferences. It essentially paints a picture of what the logo should embody and the impression it should convey to the audience.

The creative brief is crucial in the logo design process for several reasons:

  1. Clear Communication: It establishes clear communication between the client and the design team. By outlining expectations and objectives upfront, it minimizes misunderstandings and ensures everyone is on the same page.
  2. Guidance for Designers: It provides designers with a clear understanding of the company’s brand identity and the message the logo should convey. This guidance helps them create a logo that accurately represents the brand.
  3. Focuses the Project: It helps focus the design process. With a well-defined target audience, brand personality, and objectives, designers can make informed decisions about design elements like colors, typography, and imagery.
  4. Basis for Evaluation: It serves as a benchmark for evaluating the effectiveness of the final design. By comparing the final logo against the objectives outlined in the brief, you can assess whether it successfully meets its intended goals.
  5. Saves Time and Resources: A clear, comprehensive creative brief can prevent costly and time-consuming revisions later in the process by ensuring the design team fully understands the project’s goals.

In summary, a creative brief is an essential tool in the logo design process that helps ensure the final design aligns with the company’s brand identity and goals.

What kind of information should I include in my creative brief?

A well-crafted creative brief should include several key pieces of information to effectively guide the logo design process. Here are the main components you should consider:

  1. Company Overview: Provide a summary of your company, including its mission, products or services, and unique selling points. This helps designers understand your business context.
  2. Brand Identity: Describe your brand’s personality, values, and tone. This information can inform the design’s overall feel and style.
  3. Project Objectives: Clearly state what you hope to achieve with the new logo. Whether you’re looking for a complete rebrand or simply want to modernize your existing logo, detailing your objectives gives the design team a clear direction.
  4. Target Audience: Describe your ideal customer or the demographic you’re trying to reach. Information about their interests, behaviors, and demographics can influence the logo design to make it more appealing and relevant to them.
  5. Competitors: Identify your main competitors and any elements of their branding that you find effective or want to differentiate from. This helps your logo stand out in the marketplace.
  6. Design Preferences: If you have specific ideas or preferences for the logo, such as colors, fonts, or symbols, include them in the brief. You can also provide examples of logos you like to give the designers a sense of your aesthetic preferences.
  7. Usage: Describe where the logo will be used (e.g., website, print materials, social media, etc.) to ensure its design will be versatile and adaptable across different mediums.
  8. Timeline and Budget: Specify any deadlines and the budget for the project. This helps manage expectations and ensures the project stays on track.
  9. Success Criteria: Define what a successful logo design will look like for you. This could be related to brand recognition, customer feedback, or alignment with your brand identity.

Remember, the goal of a creative brief is to provide a clear and comprehensive overview of your project, brand, and expectations. The more detailed and precise you can be, the better the designers can meet your needs.

How does the design brief influence the logo design process and the resulting logo?

A design brief is a critical part of the logo design process as it serves as a foundation for the design work that follows. It outlines the client’s expectations, the brand’s identity, and the goals of the design project.

Here’s how it influences the logo design process and the resulting logo:

  1. Defines the Project Scope: The design brief clearly states what is required, the deadlines, and the deliverables. This helps the design team to plan their work accordingly and ensures that everyone is on the same page about what needs to be achieved.
  2. Provides Insight into the Brand: A well-written brief will include detailed information about the company, its products or services, its target audience, and its unique selling propositions. This gives the designers a clear understanding of the brand’s identity and allows them to create a logo that accurately represents the brand.
  3. Guides the Design Direction: The brief includes the client’s preferences regarding colors, typography, imagery, and style. This helps to guide the designers in a specific direction and reduces the chances of misinterpretation or miscommunication.
  4. Sets Expectations for Communication: The brief outlines how and when the client and design team will communicate throughout the project. This ensures that feedback and revisions are handled efficiently, and any issues or concerns are promptly addressed.
  5. Influences the Final Logo: Ultimately, the information and guidelines in the brief directly influence the final logo design. The designers use the brief as a reference throughout the design process to ensure that the logo aligns with the brand’s identity and meets the client’s expectations.

In essence, the design brief is a roadmap for the logo design process. It helps to ensure that the design team and the client are working towards the same goal, and it guides the creation of a logo that effectively represents the brand’s identity and values. It’s important for clients to invest time and thought into creating a comprehensive brief, as it can significantly influence the success of the design project.

Who will be working on my logo design project and what are their roles?

A logo design project typically involves a team of professionals, each with a specific role in the process. While the size and composition of the team can vary depending on the size and nature of the project, here are some common roles involved in a logo design project:

  1. Client: This is you, the business owner or representative. You provide clear direction via a creative brief, offer feedback throughout the process, and ultimately approve the final design.
  2. Creative Director: The creative director oversees the entire project, ensuring it aligns with the creative brief and the client’s objectives. They often serve as the main point of contact between the design team and the client.
  3. Graphic Designers: These are the individuals who will create the logo. They work closely with the creative director to interpret the creative brief and translate it into various potential designs.
  4. Project Manager: The project manager coordinates the project logistics, ensuring the work stays on schedule and within budget. They may also facilitate communication between the client and the design team.
  5. Research Team: Depending on the size of the project, there may be individuals or a team dedicated to conducting research. This could involve researching the client’s industry, competitors, and target audience to inform the design process.
  6. Brand Strategist: A brand strategist may be involved in larger or more comprehensive projects. They help to align the logo design with the broader brand strategy and ensure it effectively communicates the brand’s identity and values.
  7. Web and Print Designers: Once the logo is finalized, web and print designers may adapt the logo for different uses, such as a website, business cards, or marketing materials.
  8. Legal Team: In some cases, especially for larger businesses, a legal team or consultant may be involved to handle trademark and copyright issues related to the logo.

Each team member plays a critical role in the logo design process, contributing their unique skills and expertise to ensure the final design effectively represents your brand and resonates with your target audience.

How does the research and brainstorming phase work, and what areas does it cover?

The research and brainstorming phase is crucial to the logo design process. It’s during this stage that the design team gathers all the necessary information to create a logo that accurately represents your business and appeals to your target audience.

Here’s a breakdown of how it typically works and the areas it covers:


The research phase starts with a deep dive into your business, industry, and competitors. This includes:

  1. Business Research: Understanding your business is paramount. The designers will review the information provided in the creative brief, such as your mission, values, products or services, and unique selling points.
  2. Industry Research: The designers will analyze the industry you operate in, looking at current trends, common design elements or themes, and any industry-specific considerations that might influence the logo design.
  3. Competitor Analysis: The team will examine the logos and branding of your main competitors. This is not to copy them, but to understand the visual landscape of your industry and to ensure your logo stands out and doesn’t inadvertently mimic a competitor’s design.
  4. Target Audience Research: Understanding your target audience is key to creating a logo that resonates with them. The research team will look into demographic data, psychographics, consumer behavior, and preferences of your intended audience.


After the research phase, the team transitions into brainstorming. During this phase, they generate a wide range of ideas for your logo.

This process often involves:

  1. Idea Generation: The team will generate as many ideas as possible, drawing on the insights gained during the research phase. The goal here is to think broadly and creatively without judgment or restriction.
  2. Concept Development: From the initial pool of ideas, the team will start to develop promising concepts into more concrete design directions. These will serve as the foundation for the initial sketches and drafts of your logo.
  3. Feedback and Refinement: The team will share and discuss their ideas and concepts, providing feedback and making refinements. This collaborative process often leads to more polished and effective design directions.
  4. Selection: Finally, the most promising concepts will be developed into initial logo designs.

The research and brainstorming phase is critical because it ensures that the logo design is not only visually appealing but also strategically sound. The logo should be a visual representation of your business, resonate with your target audience, and stand out in your industry. The research and brainstorming phase is where the foundation for this is laid.

What are brand story directions and how are they developed?

Brand story directions are essentially different narratives or themes that encapsulate the essence of your brand. They serve as conceptual frameworks for your brand’s identity and values, which can guide the creative process in a strategic way.

Here’s how they are typically developed:

  1. Understand the Brand: The first step in developing brand story directions is to fully understand the brand. This involves reviewing the creative brief and conducting thorough research into the company’s mission, values, unique selling points, target audience, and industry.
  2. Brainstorm Key Themes: Once the brand is understood, the design team will brainstorm key themes that resonate with the brand’s identity. These themes might be based on the company’s values, the benefits of its products or services, its unique selling points, or the emotions it wants to evoke in its target audience.
  3. Develop Narratives: Each theme can then be developed into a narrative or story. These stories provide a context that brings the themes to life, making them more engaging and memorable. For example, if a key theme for a brand is ‘innovation’, a brand story direction could be a narrative about how the brand constantly challenges the status quo to create groundbreaking products.
  4. Translate into Visual Concepts: Each brand story direction is then translated into visual concepts. These serve as creative guides for the logo design process. For example, if one brand story direction is about innovation, the visual concepts might include forward-moving shapes, bold colors, or unconventional layouts.
  5. Refine and Finalize: After developing a range of brand story directions, the team will refine and finalize them based on feedback and further reflection. The final brand story directions should be compelling, distinct, and accurately reflect the brand’s identity and values.

By developing brand story directions, designers can ensure that the logo they create is not just aesthetically pleasing, but also tells a story about the brand. This makes the logo more meaningful and memorable, contributing to a stronger brand identity.

What happens during the sketching phase and how are the best design ideas chosen to move forward?

The sketching phase is a critical part of the logo design process where the abstract ideas and concepts developed in the brainstorming phase begin to take physical form.

Here’s a general breakdown of what happens during this phase:

  1. Idea Translation: Each designer in the team takes ownership of one or two design directions derived from the brand story directions. They start sketching out ideas and doodles to translate the brand story into a visual representation. This often happens using pencil and paper, which allows for freehand expression and quick iterations of ideas.
  2. Variety and Exploration: During this phase, a large number of sketches are created for each design direction. This could range from slight variations on a single concept to completely different interpretations of the brand story directions. The goal here is to explore as many possibilities as possible.
  3. Collaboration and Feedback: The design team usually collaborates closely during this phase, sharing their sketches, providing feedback, and discussing potential improvements. This collaborative approach often leads to unexpected and innovative design ideas.
  4. Selection: Once a substantial number of sketches have been created, the creative director or lead designer works with each designer to filter and choose the best candidates to take forward into the digital design phase. This decision is usually based on factors such as the design’s alignment with the creative brief, its uniqueness, its scalability, and its potential impact on the target audience.

The sketching phase is crucial because it’s the first time the logo ideas are put to paper, making the concepts tangible and open to discussion and refinement. By generating a wide variety of sketches and carefully selecting the most promising designs to move forward, the design team can ensure they’re pursuing the best possible ideas for your logo.

How does the digital design phase work, and what tools do you use to create the digital versions of the logo design?

The digital design phase is the stage where the selected sketches from the sketching phase are translated into digital artwork. This involves refining the designs and making them suitable across various media.

Here’s a broad overview of how this phase typically works:

  1. Digitalization: The sketches selected from the previous phase are recreated digitally. This is done using vector-based graphic design software, most commonly Adobe Illustrator. Vector graphics are used because they can be scaled up or down without losing quality, making them perfect for logos that need to be used at various sizes.
  2. Refinement: Once the logos have been digitized, the designers refine them, fine-tuning the details and making adjustments as necessary. This could involve modifying shapes, adjusting line thickness, smoothing out curves, or tweaking the layout. The goal is to ensure that the logo looks perfect in its digital form.
  3. Color and Typography: The designers will apply color and typography to the digital designs. The color palette is chosen based on the brand’s identity, industry trends, and the psychology of colors. Typography is chosen to match the brand’s personality and to ensure readability and versatility. The typeface, size, spacing, and case (uppercase, lowercase, or mixed) are all carefully considered.
  4. Presentation: The digital designs are then prepared for presentation. This typically involves creating mock-ups of the logos as they would appear on various materials, such as business cards, websites, or signage. This allows the client to see how the logo would look in real-world applications.

Adobe Illustrator is the most commonly used tool for creating digital logo designs due to its powerful vector editing capabilities. However, other tools like CorelDRAW or Affinity Designer can also be used. These tools provide the flexibility and precision to create high-quality, professional logos.

The digital design phase is crucial because it brings the logo to life in a form that can be used across all media types. It’s during this phase that the logo starts to take shape, and the brand’s identity begins to shine through.

What are revision rounds and how many can I expect to have?

Revision rounds are part of the logo design process where the client reviews the presented digital designs and provides feedback, which the designers then use to refine and improve the logo. This iterative process is crucial in ensuring that the final logo meets the client’s expectations and aligns with their brand identity.

Here’s a general idea of how revision rounds work:

  1. Client Feedback: After the digital designs are presented, the client provides feedback. This may include suggestions for changes to the color scheme, typography, layout, or specific elements of the design. The client may also choose one design direction over others and ask for refinements on that specific design.
  2. Design Adjustments: Based on the feedback, the design team makes the requested adjustments to the logo. This could be as simple as changing a color or as complex as altering the structure of the logo.
  3. Review: The revised designs are then presented back to the client for further review. The client evaluates whether their feedback has been accurately implemented and whether the revised logo better fits their vision.
  4. Further Revisions: If necessary, further revision rounds are carried out until the client is satisfied with the design.

The number of revision rounds can vary depending on the design agreement between the client and the designer or design agency. Some agreements may include a set number of revision rounds, while others may be more flexible. It’s important to discuss this with your designer or agency at the outset to have clear expectations.

Remember, the goal of revision rounds is to fine-tune the logo design until it accurately represents your brand and resonates with your target audience. It’s a collaborative process that requires open communication and clear feedback.

What does the final files phase entail, and what kind of files will I receive at the end of the project?

The final files phase is the last stage of the logo design process, where the final approved logo design is prepared for delivery to the client. The design team ensures that the logo is ready for various uses, whether it be for print, digital, or other applications.

Here’s what typically happens in this phase:

  1. Final Touches: After the client has approved a final design, the design team makes any last-minute adjustments and checks the design for any errors. This ensures that the final design is polished and ready for use.
  2. File Preparation: The logo is then saved in various file formats to ensure it can be used in a wide range of applications. Common file types include:
    • Vector files (EPS and AI): These files are editable and can be scaled up or down without losing quality, making them ideal for print applications, signage, or any situation where the logo needs to be large. AI is the native file format for Adobe Illustrator, while EPS is a more universal vector format that can be opened in a variety of design software.
    • Raster files (JPG, PNG, GIF): These files are composed of pixels and are best for digital applications. JPGs are commonly used for web, while PNGs have the added benefit of supporting transparency, making them great for use over different backgrounds. GIFs are rarely used for logos but might be provided for specific use cases.
    • PDF files: PDFs are versatile and can be used in both print and digital applications. They can be scaled like vector files and viewed on almost any device without the need for specialized software.
  3. Delivery: The final logo files are then sent to the client. This could be via email, download link, or cloud storage, depending on the file sizes and the client’s preferences.
  4. Additional Brand Elements: If the client engaged the design team for additional branding elements, such as secondary icons, brand patterns, matching stationery designs, marketing elements, or a website, these are also finalized and delivered during this phase.
  5. Brand Manual: If included in the contract, a brand manual is created. This document typically includes guidelines on how to use the logo, the brand color palette, typography, and other visual elements. It serves as a reference to ensure consistent use of the brand’s visual identity across various platforms and materials.

The final files phase is the culmination of the logo design process. You end up with a complete set of files that ensures you can use your logo effectively in all your branding efforts, whether it’s on your website, your business cards, your social media profiles, or your storefront sign.