The Logo Design Process

This sketch gives a brief overview of how the logo design process is completed:

Design brief:

Conduct a questionnaire or interview with the client to get the design brief. Focus on the results and outcomes of the design and the business objectives of the design project. It should allow you (the client) to focus on exactly what you want to achieve before any work starts on the project.


Conduct research focused on the industry itself, its history, and its competitors.


Conduct research into logo designs that have been successful and current styles and trends that are related to the design brief.

Sketching and conceptualising:

Develop the logo design concepts around the brief and the research.


Take breaks throughout the design process. This allows your ideas to mature and lets you get renewed enthusiasm and then receive feedback.


Choose to present only a select few logos to the client or a whole collection. Then get feedback and repeat the process until completion.

The importance of asking the right questions

A common hazard before starting a new branding project is to fail to ask the right questions. This would include research on your behalf too. Before you begin your development, get as much information as you can from the client.

Some important questions you should ask your client before beginning:

  • What does your business do? What does your company / organisation do?
  • What is your company’s history?
  • How much do you plan to dedicate to this project?
  • Do you have a fixed deadline or timeline in mind for the project?
  • What are your goals and why?
  • What is the overall goal of the new design project?
  • What are you trying to communicate and why?
  • Are you trying to sell more products or get awareness of your product / service?
  • How do you differ from your competitors?
  • Do you want to completely reinvent yourself or are you simply updating your promotional material?
  • What product or service does your business offer?
  • Who is your target audience (the age, gender, income, tastes, views, attitudes, employment, geography, lifestyle of those you want to reach) and who is your most ideal customer?
  • Who are your competitors and how do you differ from them?
  • What was the idea behind the business name?

If possible, try their service or product, visit their store, really get to know them and their requirements. Armed with this information you can come up with a logo design that perfectly defines their image.