Logo Design Process | 6 Phases

December 29, 2017

Logo Design Process | 6 Phases

I have developed a six-phase process for designing a small business’s logo. In this process, I present you with multiple design options at every step. You’ll also get to play an active role in the design process, incorporating your industry expertise and business knowledge, along with your preferences for colors, symbols and typefaces, into your final design.

THE RESULT? A logo that’s visible, credible and memorable and uniquely yours.


Before the beginning sketches, a copy of the “define your brand” questioner is sent to the client. The questioner format is designed to give the client a chance to really consider the brands purpose, promise, values and vision. Once the questioner is filled out, I will use the completed questioner to create the Brand Definition Report. This document is for the client to review, to make sure that it captures all of the vital information about their business. Once this report is complete and approved, it is used to inform the design of your logo.

PHASE 1 | Development of a Universal, Timeless Symbol:

The symbol in the logo is the best place to tell the story of what makes your business or service unique. Since it plays such a vital role, it is the first element of the logo to be developed.

• This first round is done in black and white, and usually uses a single font to indicate placement of your business name.

• Concept sketches for the black and white logo development are based off the initial questionnaire feedback that the client provided.

• For the black and white first round of logo designs presented, a logo selection is chosen (1 to 3 designs) for further refinement.

PHASE 2 |  Font Specification:

To specify a font for the logo, I consider two major aspects of the font: the character, style and message given by the font itself, and the legibility of the font at small sizes (i.e., on a business card). I can also modify or change an existing font to create a unique font for your brand in this phase.

Several unique fonts (3 to 6) are recommended for a new logo development.

If a clients chose the script font as their favorite, because it reinforced the “flowing” feeling they hoped to convey. They requested to see more script fonts in subsequent sketches, though, to further explore their options.

PHASE 3 | Color Specification:

Color specification for the logo depends on many criteria: color psychology, color theory, the emotions associated with colors, the contrast between colors, and the available printing budget. Occasionally, the symbol will dictate what colors the designer considers sometimes going within a single hue family. Even in logo design cases like this, the subtle variations in color work to create different messages about your business and brand.

PHASE 4 |  Refinement:

In this round, the logo begins to be refined. This can mean:

• Working with the details of the logo symbol to create the perfect image.

• Tightening the overall composition of the logo.

• Exploring more fonts or adjusting the font and spacing between words and letters.

• Changing the balance of the colors.

• Creating a unified look by matching the font and symbol’s characteristics

• Every project takes a different approach in this phase, and later, with more design rounds, exploring more options and further refinements.

PHASE 5 | Further Refinement:

The logo continues to be refined until it is “just right.” The changes in this round are usually very subtle, and the designer will go over the differences between the options with you.

• Depending on the budget and if the timeline permits, sometimes as many as 10 to 20 more design options are explored and presented.

PHASE 6 | Finalization & Approval Process:

• When the client has signed off on their feavorite design in Round 5, the client is provided with a large version of the logo to make a final inspection and to sign off on, indicating that the logo design is approved.

• The logo is delivered in several color types (as applicable), including black and white, greyscale, and Pantone color versions. Each of these color types is converted into at least 10 different file formats, which enables you to use the logo in a variety of computer applications, including Microsoft Word, on the web, and for printing materials professionally.

• When the logo is complete, it is highly recommended that the client leverage their new logo by having a business card, stationery set or a custom brand identity package professionally designed.

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