The design process starts off with a conversation between the designer and the client. It is imperative that the designer learn as much as possible about the company culture, values and the way they do business. That message is then injected into the logo design. This step is the most important step. With this approach, the design is directed toward the best solution and will communicate the correct image to the public. Specific questions about the company or organization’s values, their personality and their customers are inquired during the meeting. The answers to these questions play a huge part in the direction of the design solution. Here are some of examples of questions that may be asked:

What is the demographic of your audience?

Who are you main competitors?

What makes you different from your competitors?

What do you want your logo design to accomplish?

Do you have any preferred colors, or any existing brand colors?

What feeling or mood would you like your logo to invoke?

What are some existing company logos that appeal to you?

The next part of the process is to research the industry and the competition. It is helpful to see who else is out there and what their brands communicate. This may help to avoid designing something too similar, or might tell you what consumers are looking for in this particular market. Your brand must set you apart from everybody else and fit within the market at the same time. Although the logo should be unique, it should feel that it belongs within that industry.

After the research is complete, brainstorming and sketching concepts for the logo begins. It is important to keep in mind how the logo will be applied to the printed pieces in this stage. By sketching concepts, this eliminates the ideas that will not go into further development. The strongest ideas are chosen and then brought to life on the computer. The strongest of these ideas are chosen to present to the client. The client may choose one or a few of these ideas to refine or change. Sometimes the logo might be perfect at this stage, or may need a little back and forth. Communication is critical in a successful working relationship. Meetings at each stage of the process ensure an open line of communication. This can be done in person, online or by telephone.

Finally, a logo is chosen for final refinement or development. This is just the beginning of a brand identity. Collateral pieces such as stationery and banners may be designed, and elements created to work with the logo. Logo usage is explained in the branding guidelines booklet. A brand style-guide for your business serves as a printed set of rules that any designer or in-house team must follow when using your new logo. It is quite useful to establish consistency in regard to your brand. It will ensure consistency across a wide variety of mediums and lay down strict guidelines for how your logo may be manipulated and displayed. The guidelines can be added to as more marketing pieces are created, however the logo rules must stay the same.