Things to consider when designing a logo – the process explained

What are the first things to consider when designing a logo? 

Where do you start? How does a designer get it right? What do they need to know? How much will it cost?

In this article, I’ve laid out the logo design process from identifying a need to signing off final designs.

Before you speak to a designer

Consider what has triggered the need for a logo design. It is helpful to understand what has led you to that point. Here is Su’s story that led her to talk to me about getting a new logo:

Su was at a pivotal point in her business. Working with a business coach, she changed her business structure from working by herself to leading a team.

Su was the face of the business yet she wanted the business to stand on its own two feet and deliver the core message by itself. It needed a stronger, more recognisable identity. The business needed to give the right impression when she was not there to do the talking. Her business coach suggested she revisit the logo design and brand style to achieve that.

Initial call with designer

An introductory call is an opportunity to meet the designer. On these calls, I begin by asking three questions:

How do you feel about the current logo design and brand look?

What difference will it make to have a new logo to better represent the business?

Is there anything holding you back from commissioning a new logo and brand style?

I will then talk about how I can help and the costs. My process includes detailed brand positioning work, giving valuable insight to the client and informing the creative brief. Our standard Designs Like These package requires an investment of £1650.

The initial call is for getting to know each other as well as finding out about the business. It is a chance to see if we are a good fit?

Step 1 – Kick-off call

In the kick-off call, we will discuss your background, the team you work with and get a sense of the personality of the business. I will ask about your clients, competitors and potential objections. We will discuss what is different about working with you and how your clients feel.

Testimonials and reviews are invaluable at this stage. They give telling insights into current customer perception.

We will look for gaps between what you want to be known for and the impression you are currently making.

I will summarise the brand positioning based on our discussions.

The process uncovers realisations about where you are and where you want to be. It often stimulates ideas outside of the branding to improve the business.

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Step 2 – Initial design concepts

I use the brand positioning summary to steer the design ideas. Typically, I create 3 or 4 options taking different perspectives.

At this stage, we are looking to create different ways to represent the personality of the business and appeal to the target market. By referring to the brand positioning we can keep the designs on track.

Remember, you cannot say it all in a logo and that is not the aim. You are creating the identity of the business that will anchor all communications and marketing.

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Step 3 – Elimination and refining the winners

It is important to recognise what is not working. We often need to see something before we know if it is right or not. With your brand positioning in hand, you can eliminate the options that are not working for you. This gives you the confidence to move forwards and refine the winners.

Compare this process with searching for your next home. It is helpful to see houses you can say no to. When you have seen what is not right, you can be more confident when you see the right one for you. I know I felt like that.

There may be a clear winner at this stage with just some tweaks needed to refine it, perhaps colours or fonts. There may be two contenders you feel you need to explore further to make your final decision. And yes, it is ok with me if you want to try combining ideas, switching colours around, and switching fonts around, even if it means coming back to the initial idea.

This exploration phase helps you to build confidence in the design and know it is right. I will not leave you feeling lost about what to do.

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Step 4 – Implementation phase

The new logo files will now be ready for use. I also include Linkedin banners and variations of the logo for different social profiles.

If we have developed a pattern or icons as part of the brand style, they will also be supplied at this stage. 

You may need additional help with the full implementation of the new logo and brand style. Full implementation will require additional investment depending on the amount of support required. We can discuss which items you need and if you need any templates. A plan can be agreed upon setting the order of implementation.

Using your new brand style and logo, I can design or update the design of your website. To implement the design, I work in collaboration with web developers supplying all the necessary graphics.

It is nearly impossible to pre-empt everything you might need in one sitting. I suggest getting the basics set up and running with it. As you discover additional things you need, you can come back to get them sorted.

One great way to do this is to book 1 day a month for 3 to 6 months to cover additional work.

Want to know more about designing a logo for your business? Contact Nikki at Designs Like These