A Designer`s Insight Into The Logo Design Journey

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Shannon Robinson

17th September 2020

Shannon Robinson

“Logo is meant to be the face of your company and a way of communicating essential information about your brand to your customers.”

Many ideas of logo designs are developed, scrapped, and explored before the designer reaches the final piece. The best logo designs are timeless, they grow with the brand, and convey a general idea about the brand to the target audience. Creating and crafting a decent design isn’t as simple as it appears. Since it appears as the face of the of the company, it is always refreshing to see a logo that lives up to a company’s ethos. Arriving at the perfect solution demands ample time, skill, and experience. And of course, this skill isn`t easy to master.

What makes Iconic Logos Great?

This article gives an insight into a simple, straightforward, and highly effective design process geared by designers to create for modern brands and their increasingly sophisticated consumers. But before jumping right into the logo journey of a designer, let’s talk about what makes a logo great in the first place.


  • Simplicity

simple design that is flexible and easily recognizable. Creating a busy and loaded design distracts and confuses customers.


  • Memorability: will it make an impact on the minds of customers? Will people be able to quickly recognize it?
  • Timelessness: will the logo be relevant in the coming years?
  • Versatility: Does it scale to different sizes without losing quality? How will it look across various different media platforms?
  • Appropriateness: Does it resonate with the desired audience and represent the core values of the brand?

Having said that, the logo design process can be hard to define outright as every logo designer has their own unique approach to logo development. Designers combine their research, analysis, and creative ingenuity to create an outstanding logo design for the company. With more and more companies and products competing for market recognition in the digital marketplace, a well-designed logo for the business is a huge advantage that not only captures the attention of consumers but also represents the core values of a brand at a glance.

A good logo is much more than a generic icon

it’s an embodiment of what a company stands for. It is a visual ambassador for the brand and also captures the essence of the brand. Therefore, Designers understand the importance of logo design on the branding and marketing of the company. They make sure that the importance of logo design is fulfilled that the logo is able to attract new customers, create a strong brand identity, and communicate brand values to the target audience.

A thoughtful design process is key to develop an effective and creative logo. Now usually, designers have a tendency to get excited about the prospect of designing stuff that looks cool and uses cool, new styles and trends but since designing a logo is ultimately solving for a problem, it is important for designers to stick to something that tries to convey something simply that gets across the core tenets of an organization and what that organization does.

The logo design process varies from designer to designer. However, When a designer first takes on a new logo project, he spends a lot of time trying to understand both the organization and its audience. The logo journey starts from:

The Design Brief

The logo journey begins with the process involves reviewing and understanding the design brief

The logo journey begins with the process involves reviewing and understanding the design brief. This, however, is a relatively simple task, but it is highly crucial. This is where the designer discusses the project in detail with the client.

The designer gathers as much information from the client as possible. It is important to know where the logo will be used, on what scale, and in what capacity. The information that the designer accumulates during the discussion is

  • The Goals: the goals of the project must be met in order to make the logo a success.
  • Deliverables: What are the deliverables that will be expected at the project’s completion?
  • Timeline: Are there any expectations that the project should be completed within a time frame?
  • Target Audience: understands the target audience.
  • Product or Company Profile: What purpose does the product or company serve? What value do they bring to people?
  • Brand Positioning Statement: brands promise to the customers, the core values, and their relation with the competitors.

It is important for the logo to reflect and attract the correct demographic. It is also important for the designer to learn whether the company has already established a visual aesthetic or have an existing color scheme or style established, it is crucial to find out whether the client would like to incorporate those characteristics into the new logo.


Once a sufficient amount of general information has been gathered

Once a sufficient amount of general information has been gathered, the designer then delves deep into the research stage. Often clients cannot verbalize exactly what they envision for the logo or how it should like so it is the designer’s duty to persuade to get relevant information from the client. The designer often does some cursory market research on the company and its competitors. The competition in the digital marketplace rapidly grows so it is important to have an idea about the logos of rival companies. Further,  researching the industry helps designers get a sense of the environment the logo’s going to live in.

The second type of research is – Visual research. It is when designers open their eyes and see the world. It involves browsing through art and design-related books, portfolio sites, and magazines. It also includes trips to museums, galleries, retail stores, or inspiring landmarks. In other words, designers refresh their minds with what is new and successful in current times.


Designers brainstorm to generate ideas

Designers brainstorm to generate ideas. They start by organizing the information they gathered so far into conceivable pieces. Moreover, they create mind maps and look for keywords that can serve as a base for developing logo design concepts. Having the words and concepts help them to create a logo that reflects the brand. The keywords related to the company and its services are used to inspire possible visual representation of the company.

Designers focus on what logo techniques work for industry, what brand colors or particular shapes are best for the brand. What logo techniques are overly used, to the extent that the logo will lose its personality. what logo techniques are ignored, which might inspire ways to stand out what kind of customers dominate the industry.


Sketching out the logo is where creativity comes into play

Sketching out the logo is where creativity comes into play. Sketching is cheap, easy, and fast, but is most important and also an effective brainstorming tool. After capturing relevant concepts and narrow downing the most viable options. Designers begin to sketch the logo with certain geometric shapes, lines, words. Rough sketches are the most rudimentary sketches and are an asset to the logo design process. Once the designer begins with sketching they start to notice certain threads or themes they like on logo. Further, they mix and match different elements until settling on the perfect one.

An added benefit of these early, rough sketches is that they often have an innate sense of proportion and balance. This makes them quite helpful as a reference layer when the designer is ready to begin digitally tracing the logo.

Digital execution

After working through the concept sketching, In this step, designers select the best ideas they have and then translate them into digital artwork. Use Adobe Illustrator to design vector graphics. The Illustrator is a piece of high-performance design software used for creating vector format graphics, art files that are infinitely scalable without quality loss or pixelation. The digital representation of a logo allows them to tweak the designs and develop many variations of the concepts with different elements.


The digital representation further allows designers to add animation or 3d effect in the logo. This not only adds value to the logo but it also gives it a boost. Subtle animation in the appropriate context can imbue a logo with life and meaning that furthers a brand’s storytelling ability.

As a result, the logo concepts improve and become stronger very quickly.

Color in Logo Design

After creating the digital draft of the logo

After creating the digital draft of the logo, the designer can experiment with logo colors as well as typography. The use of color in logo design is a highly important topic that covers a diverse array of disciplines ranging from color theory to human psychology. Having said that, it’s best to present clients with simple, yet harmonious, color schemes that provide high contrast. Picking colors is a very crucial part and must be done carefully so that the logo is able to send the right message across the market. For instance, Shell, DHL, and Subway focus on the color yellow to reflect optimism and clarity.

Therefore, designers pick the right palette for the design that not only establishes personality and adds versatility in the logo and also used to evoke emotions and associations in the audience. Bright, eye-popping colors make your logo stand out among others and make it memorable and iconic logo designs.



Typography speaks volumes and designers

Typography speaks volumes and designers. The Designer chooses the typeface and fonts of the logo very carefully. Designers further make sure the font is legible when scaled down so it’s clearly visible on cards, items, or websites. For example, Some of the most iconic logo designs such as Rolex have used Garamond, Vogue has used a modified version of Didot, and one most recognizable professional logo design- Cadbury- has used serif font with perfect purple color.


Typefaces give a certain look of the personality to a logo. Once the designer understands the personality type of the brand, they can then pick the right typography to express it.


Finally, designers present their logo design concepts in the context of applications relevant to the client. In this process, the designer might have to go back and forth multiple times until they reach satisfactory results.

To Wrap it Up

The designing process is a tedious undertaking. It can take days, if not weeks to get it right every single time. There`s revisions, to and fro communication, piling work load, and whatnot. Nevertheless, the end result is always worth it! A perfect execution of a logo design as per the client`s brief is a reward in itself.


Like what you`ve read? Leave a comment below to let me know.

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