11 August 2022

My Logo Design Process

Having a logo design process is vital for any branding designer. It will help you keep on track and your clients will have a better understanding of the project’s timeline. I have a few steps in my logo design process and each one helps me achieve my client’s goals. You’ll find that every designer has some kind of process that they stick to. You may find that your process changes and adapts over the years and that is OK. Fine-tuning your process will help you to achieve more success in the future.

First Contact

This is the very first contact period between myself and my client. They could have contacted me through any means but they all get the same response here. I have tailored an email that I send out initially that states my logo design packages, prices and current availability. If they are happy with that and pick a logo package to move forward with I move on to the next step. Which is sending the client a link to my logo design questionnaire.

Initial Questionnaire

A short and sweet 7-question questionnaire is sent to the client to fill out. This will help me to better understand the wants and needs of the client’s new logo and branding. I use an online form on my website for this questionnaire. This is so I can keep it up to date, it’s easily accessible on mobile (PDFs are a nightmare to edit on the move), and clients can save the link for later. The answers to the questionnaire will also be sat in my inbox so I can quickly refer back to them if needed. Once the client has filled in the questionnaire I send them a Calendy invite to set up a discovery call.

Discovery Call

This will be a phone conversation or a Zoom call where I will discuss everything with my client. It can include what they wish to achieve with their new logo, target audience, colour palettes and much more. Having this initial call really helps set everything in stone. It also helps for all parties to be on the same page and know what is achievable. I like to keep these calls short and sweet. Around the 30-minute mark is perfect. Using the Calendy app to organise these meetings is great. It puts the ball in the client’s court, allowing them to freely pick a suitable call time for themselves. Obviously, you can set restrictions in Calendy so you won’t have clients trying to book calls for 10 pm at night.

Visual Research and Brainstorming

After the questionnaire is complete I will go away and do some research and visual idea brainstorming. At this stage, I will get some rough ideas down on paper. Thoroughly going through the brief I pick out any important information or keywords. I like to create a word map and figure out the best descriptive words for the client’s company. I gather any graphics that they like the look of, have a look at what their competitors are doing and create a mood board. Usually, at this point, I have a plethora of ideas running through my head.

Initial Logo Design Ideas Sketches

This is when I start to design something. The steps before this pave the way for a great relationship with the client and gives me all the knowledge I need for the project. I will hand draw my ideas and send the client the number of concepts relating to the package bought. I hand-draw my initial ideas so I can quickly get my ideas down and out of my head. At this point, it is also easier to adjust the design in pencil.


If needed, this step will consist of any revisions. Each of my logo design packages includes 4 rounds of revisions. This is when the client can give as much feedback as they like. If they are happy with their chosen logo then I move straight on to the next step. I’ll create the chosen logo as a vector image. Vector graphics are great for logos and branding graphics. This is because they can be resized to any size needed, sized up or down. Logos are always being resized so it is always good to keep those source files handy for the client.

Final Design & Delivery

The final design will be created digitally using Adobe Illustrator. All formats will be supplied e.g AI, EPS, PDF, PNG & JPG. These formats allow the client to print on any format, print or digital. The client has full rights and owns everything about the final logo. You, as the designer, should always hold onto logo designs that didn’t quite make it. You can reuse those design, show them off in your portfolio or sell them on. Each of my logo design packages comes with a mini branding guide included. This is a one page branding guide that shows all logo layouts, colour palette and complimentary typography. Brand guidelines are great for a client to refer back to. Especially when working with other creatives or they need other material like a website, packaging, etc.

Follow Up

I like to follow up with my clients who I’ve worked with after the project is complete. This is usually just a short courtesy email to check they have everything they need if I can help with anything else, etc. I tend to do this 3 – 4 weeks after the project has been completed. It allows the client enough time to live with their new logo. Also, they may have thought they needed graphics for their social platforms. If needed, I will create and send those over to the client.

I always find clients to be really appreciative of me checking in on them. I like to build ongoing relationships with my clients and to let them know that I’m here should they need anything further.

It’s always best to have a routine to stick to for each client. This way you can keep track of things easily and know what stage you are at in a project. Also, writing out your logo design process and adding it to your website will help potential clients. They can see how you work and if it’s a good fit for their project. Always be looking at ways to add more information to your website. The more information you supply the better.

Follow me on Instagram to see more of my logo design process.