One of the biggest challenges for logo designers is having a clear process. Without it, it's easy to stumble around for years, unsure of what you're doing or where you're headed.
Indeed, this was the case for me. When I first started designing logos, I found the creative process very daunting. Although I learned logo design at university, I didn't feel like I had learnt a process that prepared me for the real world, which made me feel quite out of my depth.
As as a young, introverted designer, I had a heaps of ideas, but found it really hard to communicate them. When it came to interacting with clients, taking briefs and presenting my ideas, I was terrified. I didn’t know what questions to ask and what to say, and the whole process felt like a roller coaster ride that I wasn't in control of.
This made me realise that I needed to figure out how to use the strengths of my introversion (such as being detail-oriented, a good listener, and needing to process feedback alone), to learn how to guide my clients through the logo design process all the while staying true to myself.
To achieve this, I knew I needed to establish parameters and create a defined process that suited my introversion. And that my approach should not only allow me to be authentic but also deliver top-quality and meaningful logos to my clients.
Working in a time-focused studio also added pressure – so I had to make sure my process was efficient and effective. I needed to know how to navigate any situation with confidence, regardless of whether things were going well or not.
Defining My Logo Design Process
With all of the above in mind, I sat down and identified each step I took in my logo design process. I already had an idea of what worked and what didn’t based on my experiences with clients, so I used that knowledge to detail what I needed to achieve in each step.
I ended up creating dividing each step into three stages. I named them my 'Three-D' Logo Design Process, and they are:
Stage 1: Define. The first stage where I define the scope with a brief and gather research and inspiration.
Stage 2: Develop. In the second stage I explore ideas through sketching, create digital renders, and develop concepts to reach an approved concept.
Stage 3: Deliver. In the final stage I tidy up the approved concept, create versions, file formats and guidelines, and deliver the final logo package.
Once I had defined these steps, I created a checklist form that I could follow step-by-step while working with a client, and it worked really well for me. The process checklist helped me stay organised and focused in each step, and reduced my uncertainty and fear of missing important parts of the process along the way.
I noticed that when I tried to take shortcuts and skip parts of my process, especially the sketching part, something went wrong. My ideas ended up being generic and lacking the depth of meaning that a good logo should have. But when I stuck to my process, I ended up with results that I could be proud of and make my clients very happy.
My Logo Design Process Checklist Guide
By consistently following my defined process, I have gained more confidence as a designer. I strongly believe in sharing knowledge and helping others, so I was keen to make this process checklist accessible to logo designers who can benefit from it and also boost their confidence.
The result is my free downloadable PDF: Three-D Logo Design Process Checklist.
Creating My Logo Design Process Kit
After using this checklist for a while, I decided to explore converting this process to a digital platform, with the aim to find a solution where I could store everything I do during the process. After trying a few platforms, I landed on Notion – it was flexible enough for me create things how I wanted and as a bonus free to use.
So now when I start a new logo design project, I have a dashboard in Notion where I can go through and tick my process checklist digitally, as well as store all client info, research, inspiration, questionnaires, presentations, sketches in once place.
I knew this dashboard would be helpful to logo designers in speeding up and optimising their own process. Instead of creating a course, which often goes unused, I wanted to create something of immediate value that designers could use right away. So I made this template available to buy. At the same time, I added some bonus resources:
- Brief Questionnaire: My set of refined questions to gather the right information from clients for creating meaningful logo concepts.
- Dispatch Resources: A logo file formats guide for clients (InDesign template) and a folder structure for organising logo files effectively.
My Logo Design Process Kit is available for just $35 NZD. It's customisable to your own process, allows you to stay on track, ask the right questions, present concepts quickly, and deliver the correct final logo files to clients.
More about my Logo Design Process Kit.
Concluding Thoughts
Now you understand why having a clear process is important as a logo designer. Being able to navigate your work quickly and effectively will not only improve your workflow, but boost your confidence (like it did for me).
I hope I've inspired you to define your own process, making your future life as a logo designer just that little bit easier.
Feel free to use my process as is or tweak it to suit how you like to work. Start by downloading my free process checklist, then when you're ready, upgrade your process with my Logo Design Process Kit (only if it won't cause you financial hardship).
Happy designing!
If you’re a student and financially struggling, but keen to optimise your process, send me an email with some proof that you are a student - such as from your student email address - and I'll send you a discount code.
