The Logo Design Process, Step by Step
What happens between a brief and a finished logo, and why good designers start with questions.
A logo looks simple when it is finished. The route to it is not.
1. Discovery
The designer learns the business, audience and competitors. Without this the result is decoration.
2. Strategy
A clear position gives the logo something to say. See positioning explained.
3. Exploration
Dozens of sketches, most of which nobody else sees. Ideas are tested for distinctiveness and relevance.
4. Concepts
Two or three directions are presented in context: on a website, an app icon, a sign. A logo on a white slide tells you little.
5. Refinement
The chosen route is redrawn carefully. Spacing, weight and proportion are tuned at multiple sizes.
6. System
The logo becomes a suite: primary, secondary, icon, mono. It is tested at favicon size and on dark backgrounds.
7. Delivery
Vector and raster files, with guidance for use.
What makes a logo good
- Simple enough to work at 16 pixels.
- Distinct from category neighbours.
- Appropriate to the audience.
A logo does not need to explain what the company does. Read logo versus brand identity to see where it fits, and consider trade mark checks before you commit.
Looking for an agency? Read the full shortlist on Brand Before Launch.
