The Birth of a Logo

What do the companies Coke, Chanel, Disney, and Heineken (as displayed here) have in common? The logo designs that they have are recognizable aesthetic and recognizable in a variety of forms. Having that design tied to your product is an important part of the business and I want to help you in the process of making a good design.

Learn the brand

At the very beginning you want to learn about the brand you are designing for and the environment the brand is going into. first is to figure out what the client is selling, is it sunglasses, phones, insurance, etc, get to know what they are doing, and begin brainstorming ideas and connections to that product.

Get a feeling for what the brand is in terms of what they are putting out there. Are they looking for a professional, sleek look or some kind of graffiti type style? Are they looking for a colourful rainbow for a palate or a more monochrome vibe? Find out what they want to be and use that to direct your focus in creating your concepts.

Getting out some Sketches

Once you have a general idea of what your client wants, you need to get some ideas out of your head and onto paper. With this in mind, you only ever want to draw and not stop. Get every little idea, no matter what it is, onto your page and keep it there. Depending on the brand you may want to set a point of how many drawings you need to move on, set yourself a minimum to reach for sketches. It is alright for sketches to be sloppy as it is only a creative dump.

The point of this exercise is to take every idea you have and visualize it for the refining process. Basically, everything you put down can be used later in some way, even if it is a single shape of a pencil stroke, you may find something in that drawing to be useful. Setting a minimum will run you dry of ideas eventually, but it gives you a goal to shoot for while you sketch.

Creation of Concepts

When you finally reach your sketch mark or have run dry for ideas then it is time to take those doodles and use them to create concepts for a final design. As this is not the creative dump that the sketch process was the designs produced here should be of higher quality but not the final project quality. Try to come up with a base few designs that you will take to the client for a final pick. These designs should be slightly polished and include the colour palate the client was looking for to give a good image of what the final piece should look like. This is also a good time to see what scales nicely, as shown in the first image. The client should only choose one image or a combination of images to use for the final design

Refine the Design

The client has chosen what they want for the final product to be, it is now time to take to editing software like Adobe Illustrator to ensure the best quality images in the end. For logos, the best option is to make the image a vector image so you can resize the logo without any distortion. Like the image at the beginning, take your final design into multiple stages using both with and without the company name as well as using a colour variety like black, white, and the chosen colour palate. This is the final stretch for the logo so make sure to keep in constant contact with the client for any changes needed before the final export.

The End Result

Once the design is ready and the final export is finished the last step is to hand it over to the client for their brand. Always make sure they have your contact information for future projects and credits, who knows maybe someone will see that logo and want you to do the next big Disney.

Inspired by: Ellis, M. (“last year”). The logo design process: a guide to professional logo development. Retrieved from:

This entry was posted in General.