Logo Design Process

Before starting any design work Ian will take the time to learn and understand your business story, goals and target audience to create a concise set of goals. He will then use a concise logo design process to ensure the final outcome not only looks good, but performs for you too. Below is an overview of the process.


Designing an effective logo is not a quick or easy process. It requires research, thought, care and attention to ensure the final logo design targets the correct market and broadcasts the right message. A poorly designed logo will have a negative effect on the perception of your business, however, a carefully designed logo can transform a business by attracting the right people.

Below I have provided an overview of my in-depth logo design process, which I believe delivers the very best and most effective results to help boost your business potential. I’m confident in my award winning service and am proud of the positive testimonials received from each client at the end of a project. Want to get started or know more? Contact me.

1. Creating a Logo Design Brief

In order to design your business the perfect logo design that targets the correct market and broadcast the right message, I need to grasp a strong understanding of your business and its audience. To do this at the start of the project I will send you a questionnaire, which has been designed to find out as much as possible about your business and target audience. Based on your responses I will create a list of objectives that need to be met by the logo design, and agree on this with you before proceeding further. This list of objectives forms the design brief, which will be used as a foundation for the decisions made during the design phase.

3. Idea Generation & Design

When working on designs I start on paper, using numerous idea generation techniques, such as brainstorming and word mapping. This is typically a very organic process and can vary from project to project. Any idea that comes to mind will be sketched on paper to explore the full depth of potential ideas for the logo design. (To see an example of this in action, take a look at the behind the scenes work on the logo I designed for ‘People Code’).

Once the idea has been explored on paper I will begin to work on the designs using software called Adobe Illustrator, which is a vector-based software program, which means the artwork produced is scalable and will never lose quality. I will continue to explore and experiment with the ideas even during this state, to ensure the idea produced is presented in its best possible light.

Once I have several solid designs prepared, I will have an incubation period of at least a day, where I will not look at the designs. During this time I may consider new ideas which I would like to explore and can return to the project with a fresh perspective. Following this period I will return to the designs, refine the work where needed and select the most suitable designs to present.

I will refer back to the agreed objectives at all times, to ensure the presented designs meet the agreed goals.

2. Research & Discovery Phase

One of the most important parts of any design process is research and discovery. This is where I will research and study your company, its history and competition, as well as the groups and individuals you aim to target. This research ensures I know your business inside out, so I’m able to design a logo that represents the uniqueness of the business or product. The research phase is also an opportunity to discover potential ideas which could be used as inspiration during the ideas generation phase.

4. Presentation of the Logo Designs

Once designs are ready to present, I will create a PDF document which will display the logo designs created, with images of the designs in real life examples, along with supporting notes explaining the decisions made. I only present designs which I am confident in, and will give you my opinion on which I believe will be most suitable for your business. I will leave the final choice to you, and if you feel the design could be improved or modified to better meet the objectives, changes will be made where necessary.

5. Final Delivery & Support

Once the designs are completed, and we are both happy with the final design work, I will prepare your new logo files for use on web and print. I will also prepare a logo usage document to help you make the most of your new logo as your business grows, and if at any point you need help with your logo files I’ll be available to help and support you ongoing.

If you have any questions about the logo design process, please do not hesitate to contact me.


Do you want a logo design for your business?

Contact Ian at OFFLINE IT AGENCY today to receive a proposal.

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