My Logo Creation Process

Many clients and potential clients have asked me about my logo design process and some have wondered why I typically spend between 10 to 15 hours on a logo. I always explain it like this: The best logos clearly and concisely communicate your brand to your customers and potential customers. Many times the final result can appear deceptively simple. But many hours must go into research and exploring various ideas that the client may or may not have thought of so we can be sure that we arrive at the best result, not just a result. The first idea that a designer comes up with is rarely the best. My process has been effective in producing logos and branding that are effective, that the client is satisfied with, and the client has been a part of each step of the way.

I break it down into three basic steps: sketch, comps, and final logo. For the sketch part I complete dozens of sketches to explore several ideas. I submit the best 7 or so to the client for feedback and get input. This is an important step as I can explore many variations of the original idea a client may have had.

The next step is to take 3-5 of the sketched logos that the client is most excited about to a more polished vector version. These comps will give the client a good idea of what a final version of the logo will look like. I also explore fonts at this stage and will solicit feedback from the client before they choose the final logo.

I take the chosen comp to its final vector stage. I also provide the client with specific RGB values for colors used in the logo and the name of fonts in the final presentation as this will be key to defining the company's brand and can be used when creating brochures, pamphlets, business cards, or any other company materials. I always give my clients the source art so they can have that for when they need to create high quality reproductions of their logo. I save out the logo into various sized jpg and png files for the client to use as well. The great part about creating logos in vector art is that they can be reproduced at any size from billboard to business card size and not lose any quality.

There are cheaper options out there but they will not go through this process, they won't be nearly as thorough, access to the source art will probably not be available, and many times they have reused elements of old logos in yours. Here is a great article on logo design pricing:

Candles and Journals logo sketches

Candles and Journals logo comps

Candles and Journals final logo

Sign Me Up Montana logo sketches

Sign Me Up Montana final logo

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