One of the questions I get asked most often when I chat with potential clients is what the process looks like for creating the logo. And this question can come in various forms like:
- How many logo concepts do you design?
- How many revisions do you do?
- Do you design logos in color or black and white first?
- When does the submark / secondary logo design happen?
So let’s deconstruct the logo design process, shall we?!
First, and this is really the MOST IMPORTANT part, I make a mood board. This sets the groundwork for the logo in every way (graphic elements, color palette, vibe, etc). Once the mood board is approved, then it’s time to get creative.
I like to start with 4-6 logo concepts. Sometimes these are extremely different from each other (if the client has lots of ideas) and sometimes the logos only have slight variations (if the client has a very specific idea). In this phase of the logo design process, I like to keep the designs in black and white, with the color palette in the corner for reference.
Once these initial logo concepts have been designed, I ask my clients to choose the one or two logos that resonate most. Then it’s time to refine those. There are usually a few tweaks and edits to be made, so I like to do those first and show my clients what the edited versions look like compared to the original.
From there, they tend to choose one or two of those options and then I add in the color variations or photo elements. These are still just to give an idea of what we can do with the final logo since I usually give multiple colorways for the final logo choice.
Once we nail down which is the main colorway for the logo, I create the additional colorways based on the color palette. The next steps after the logo is finished is the submark / secondary mark design, which I create based on the primary logo we created through the process above. And that’s the logo design process deconstructed!!