• Devin Law

How We Approach Logo Design

Designing a logo is no small task. The designer and brand must work hand in hand to build something that speaks to the audience, is easily recognizable, and has long term lasting power. Over the years, we have experienced many different workflows. Some are efficient... some are not. We aim to streamline our design process to make this easy (and even fun!!) for the brands we service. Take a walk with us through a simplified version of the way we tackle a new client logo project.



1. Mood Board

After an introductory call where we discuss needs, audience and project specs, we share a mood board with our client. Sometimes called an inspiration board, this document pulls together ideas and examples of existing work to narrow down potential design directions. Without this step, the possibilities are endless and we won't be speaking with the same visual language. By creating this collage or presentation of samples and inspiration, we can begin to narrow in and align our views and expectations for the final product and ensure the client's needs are. being met!


This is the perfect stage for the team we are working with to express their insight of the brand and help shape the path we move down.



2. Iterations

Once we agree on a general vision and visual tone to move towards, we get to work. We spend the next chunk of our determined timeline creating, analyzing, and revising explorations that we feel are successful and achieve whatever the client’s needs or challenges may be.


We then pull together the best of the best and create a presentation to walk the client through the ideas, designs, and intentions. At this stage, we are getting into deep and meaningful discussion. The number one goal is to provide our client with not only a beautiful design, but the understanding and purpose of solid branding as well as the strategy behind it. We gather the reactions of the client and team to take note of new ideas that emerge from the conversations.





3. Revise and Finalize

After discussing the logo versions and singling out the most successful direction, we return to the design phase and fine-tune or revise the mark to give it the deep consideration it deserves.


This is where we get into the nitty gritty: measuring and aligning, perfecting the typography and color, reviewing the scale large and small across all media types. This attention to detail makes our hearts sing and our clients feel they are getting a strong and sturdy final product.





4. Design In Action

At this point, we have solidified our design, made any necessary adjustments, and aligned the vision with our client. We are ready for action!


We design real-world mockups and visual aids to show the team exactly how this logo solution will behave in the wild. Perhaps in their industry they are in need of physical representations like billboards, menus, or vehicle wraps. We will show you exactly what to expect and provide you with the tools to get the job done right. Likely, this logo will appear in smaller scales like websites, business cards, or branded documents. We make sure that everyone involved feels the brand’s needs are being met and that we are delivering on our promise for a solution that WOWs.


We end by creating a style guide and brand use documents to empower the client and internal teams with knowledge and confidence. We want to make sure the client is an expert on their logo to ensure the highest quality of consistency across the brand. Setting up internal rules and systems helps everyone deliver a unified, branded experience that ensures the audience admires the attention to detail.



Want to learn more about our process? Click here to see how we break down our projects to create a seamless and enjoyable creative experience!