Step 1: Discovery Phase
After first contact and a minimum of 25% – 50% deposit for new clients, this is the step where I learn as much as possible about your business. I’ll send you a design brief in which you’ll answer a few targeted questions about your business and goals from a logo design brief (link here). This step is essential, the more I know about your company, the better your results will be.
Step 2: Research
I’ll use the information obtained with the design brief to start researching your competition, industry, and the market to determine how you can stand out and make sure your logo is unique from your competitors.
Step 3: Brainstorming
Before I even start using Adobe Illustrator, I’ll start with a pencil and paper, and create a mind map. I’ll use many other tools at my disposal, such as mood boards, and references that were obtained during the logo design brief. Once I have enough ideas, I’ll start sketching.
Step 4: Concept Development
Once I have a good amount of sketches generated, I’ll go into Adobe Illustrator and begin to digitize them. Once I have 3-5 good ideas, I’ll present them to you. I’ll typically put the logo on some realistic mock-ups to give you an idea of how the final logo will live. It’s best to only do a few ideas each round so that both of us don’t become overwhelmed. It’s very easy to get burnt out looking at too many concepts.
Step 5: Presentation
I will initially present 3-5 concepts, usually monotone. I find it best to focus on the logo mark first and typography and color later, simply because there are so many options and variations. Not only that, but I encourage clients to take their time as they pour over the concepts. Furthermore, I also encourage clients to be completely honest with me. If you like or don’t like what you see, let me know. You are not going to hurt my feelings. I’ll take in your feedback and make the necessary changes.
Step 6: Revisions
This is where you will provide me with valuable feedback. It’s unlikely that you will be completely satisfied with the initial concepts. It’s not uncommon for it to take 2 or 3 rounds of revisions to hammer out the final product. In each round of revisions, we will focus on narrowing down the options. Let me know what concepts you like and don’t like, and why.
Step 7: Delivery
Once I have the concept that you like the most fleshed out, I will begin the process of creating a basic brand system around that logo. That includes the logo in monotone as well as color, icon-only versions of the logo, multiple different file types including vector (.ai or .eps), a basic brand guideline with some rules about how to use the logo. Also, if you wanted stationary or additional supporting elements or brand collateral, this is where they would be developed. Depending on the scope of the project, additional elements such as business cards or a brochure might be treated as a separate project.