A great logo doesn’t just happen — it’s built through a thoughtful, step-by-step process. From the first pencil lines to the final vector file, each stage shapes the identity of a brand
1. Discovery & Research
Before any drawing begins, understanding the brand is key:
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Who is the target audience?
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What are the brand values and tone?
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What competitors look like (and how to stand out)?
This stage often includes a moodboard, brand adjectives, and rough inspiration collection.
2. Sketching Concepts
Using pen and paper (or a tablet), designers sketch multiple rough ideas quickly.
This stage is about quantity over quality — testing shapes, concepts, symbols, and letterforms without being too polished.
Tip: Focus on simplicity and symbolism, not decoration.
3. Digital Refinement
Promising sketches are recreated using vector software (Adobe Illustrator, Affinity Designer, etc.).
Here’s where:
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Geometry is cleaned up
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Type is tested or customized
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Balance, proportion, and symmetry are refined
Designers often create variations (horizontal, vertical, icon-only) and black & white versions to test flexibility.
4. Color & Typography
After the form is solid, color is introduced:
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Based on brand palette or emotional goals
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Checked for contrast and visibility
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Typography is refined (font choice or custom lettering)
5. Client Presentation & Feedback
Designs are presented in context — on mockups, business cards, or app icons. This helps the client see how the logo works in real life.
Feedback is gathered and revisions are made, usually over 1–2 rounds.
6. Final Delivery
Once approved, the logo is exported in all necessary formats:
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Vector (AI, EPS, SVG)
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Raster (PNG, JPG) in various sizes
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Style guide (optional) including color codes, spacing, usage rules
A professional logo isn’t just a graphic — it’s a strategic tool for brand recognition.