Psychology-driven brand design. Creating and refining remarkable brand identities.

The Logo Design Process

What to expect when you're having a logo designed.

The development of a logo is part of a larger conversation of visual branding. Contrary to what some may think, a logo itself is not your brand. Rather, your logo should both be informed by and identify your brand. That means before you even think about having a logo designed or redesigned, you must be able to communicate what your brand is. One of the easiest ways to understand this is to answer the question, "how are you perceived by others?" or "what do others think of when they hear your name?".  That, in a nutshell, is your brand.

The five stages of logo development

  1. Explore.
    Because an understanding of your brand — or in the case of new businesses, your ideal brand positioning — is the foundation of your logo mark, in the first step we learn about you. Before we even have a conversation, we'd ask you to complete the Logo Planning Document so we can make it a productive conversation. For existing companies, this is an ideal time to review your actual brand versus your desired brand, particularly if you have market research, feedback from focus groups or surveys, or any other data that gives insight into how your audience feels about you. Together we review the values and emotions that are appropriate for your brand to communicate.

  2. Research.
    In the research phase, we'll look at your competitors, your industry, the overall market, your history, and any ideas that have inspired you. We'll research different visual representations that would portray the values and emotions of your desired brand. The reason for this is twofold: to provide you with inspiration, and to avoid creating something that is too similar to what is already in existence.

  3. Conceptualize.
    Drawing upon the previous stages, a number of concepts are developed then presented to you for review and feedback. Generally, the concepts are in a fully realized state before you see them; however, in cases of highly illustrative logos, you may be more involved in the preliminary sketch phases.

  4. Refine. 
    Once you have decided on your concept, it is revised as necessary, colors are finalized, and then the logo is refined to perfection.

  5. Finalize. 
    Your final logo package includes files for print (CMYK and PMS) and web (RGB) in appropriate file formats, including scalable vector (.eps). You'll receive versions in color, reverse color if appropriate, and grayscale or one-color. Along with a spec sheet that details colors and typefaces used, you'll have everything you need to use your new logo at any size and in any medium. Full copyright is yours upon final payment.

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