Logo Design Process

1. Design Brief

1.1 – Client Discovery & Industry Research
1.2 – Mood boards & Reference Imagery
1.3 – Branding Assignment

2. Sketching

2.1 – Brainstorming & Sketching
2.2 – Refining the sketches with Gridlines
2.3 – Conceptualisation

3. Digitization

3.1 – Creating Digital Versions from the Sketchbook
3.2 – Exploration in Monotone
3.3 – Creating a Logotype

4. Refinement

4.1 – Logo Design Presentation to Client
4.2 – Feedback & Consultation
4.3 – Concept Developments

5. Delivery

5.1 – Delivery of Final Files
5.2 – Branding Guide Document
5.3 – Support

Logo Packages

Start Up

Our most economical custom logo package. Simple or complex & detailed illustrative logos. For less.
1 Concept x 2 Revision Rounds



Our most popular custom logo package. Alternative concepts and more revision cycles.
2 Concepts x 3 Revision Rounds



The ultimate logo package. Options are the name of the game. More concepts and revision cycles.
3 Concepts x 4 Revision Rounds


Frequently Asked Questions

Before contracting any designer (I hope it’s me) to create your new logo, you should have an idea of the image you want to portray. Think along the lines of funky. Cutting edge, Conservative. The ‘buzz’ words of business. You should think about whether you want an illustrative logo (a logo that includes an illustrative representation of what your company does,) an iconic logo (a logo that includes a graphic – or abstract – representation of what your company does,) a typographic logo (a dynamic fonttreatment that is unique to your company,) a graphic logo (an illustrative/iconic hybrid) or a combination of all three.

You should also consider the future usage of your logo as this can determine the technical set up of your design and might pose some design limitations (your designer can advise you of these limitations and possible workarounds.) You should also be aware of some of the technical restrictions of certain types of logos. I can steer you around all the potential pitfalls and make sure you avoid some fairly common errors.

You should also consider color choices – whether you utilize a two spot color, or four color process design will greatly impact any reproduction rates in the future.
While not critical in the initial design phases, your choice of corporate color will have a ripple effect throughout ALL your corporate ‘look-and-feel’ material and is a decision that should not be taken lightly in the final stages of the design process.

A creative design brief is a document intended for a design or development project, created during a consultation between the client and the designer.

In our case, this information is complied during our initial conversations and you will receive a branding assignment survey. The more complete the answers, the better we can communicate through the design concepts – so we advise clients to spend time in completing it.

The logo and branding assignment is an online questionnaire. It is broken down into several key areas:

About Your Business – What does your business/product do? What problem do you solve for your customers? What about your background, product or service sets you apart from your competitors?

About Your Customers – Describe your ideal client, What is the primary message you want to convey to your customers?

About the Project – If you have an existing brand/identity, why isn’t it working for you? Please share three links of Brands/Logos that inspire you. What do you like best about them? Using five adjectives or short phrases, describe your brand’s desired look and feel.

That all depends on how much you want to explore the design process. The Start Up package is only at $395.00. If you would like more preliminary concepts and revisions, I also offer a Pro Package for just $595.00. If you want to explore deeper and have more options the Enterprise Package is only $795.00.
Each logo project is different but typically can take anywhere from a week to four weeks after preliminary designs are presented until sign-off and final download of files.

The first week is reserved for discovery, research, and sketching. Digitizing the logo is usually done within the second week. Review and refinement is the final phase. In most cases this in completed in the 2nd week but some projects can span 3 weeks total.

No. All the packages have built-in revision cycles (the number of edits is detailed in our pricing area.) Even if you exhaust the listed number of revision rounds included with your package, I can be flexible and can usually accommodate a couple more without additional charge. I do not offer ‘unlimited revisions’ because ‘unlimited anything’ promised by ANY design firm are a myth. Rather than try to convince you with unrealistic (and ultimately untruthful) promises, I tell you exactly what you get with any project.
Any design firm that promises you ‘unlimited revisions’ is being a little disingenuous. Unlimited revisions are a myth. With the Enterprise package I simply tell clients that I’ll revise any logo project ‘within reason.’ This concept has served well since 2010, and everybody tends to know what ‘within reason’ means. Besides, if a logo isn’t working after a tweak here and there, it’s never going to be forced into a form that you like, regardless of how many times you, or your designer, tries. Better to start again and obtain a logo that can be altered into a final form in two or three revisions.
Once your logo design project is completed – you do. I’ll send signed copyright transfer documents with your final files. I can also assist you in trademarking your logo should you decide to go this more formal (and expensive) route. Should any ownership disputes arise, I will work with our clients to establish their proprietary rights. I take my client’s copyright and trademark protection seriously – it is, after all, my business.
Yes. Many of my clients often purchase one (or more) of the preliminary designs originally proposed. The purchase price of one of these other designs is $150.00 and includes file format setups and ownership transfer.
Yes. However, you will need a software program that can create stationery files, or output artwork to your desktop printer. Depending on the software you use, you can import either the pixel or vector based version of your logo. I supply both so it’s not an issue. If you would like me to design your stationery or branding collateral, I can do that too.

Learn More About Branding Collateral

All of the projects end with file formats that can be taken to any printer and consists of the following:

EPS – Your logo in Encapsulated Postscript format. This vector based logo format is readable by both PC and Macintosh (Apple) desktop and publishing software. This is the file you would require for traditional reproduction (printing.) It is both scalable (can be re-sized without any degradation in quality) and editable. It can be utilized by most commercial printers and software packages. This file contains all your new logo fonts, colors (Pantone Matching System) that will assure uniform color accuracy in all future uses. These formats will be in spot color or four color process setups, depending on the number of colors in your logo.

GIF – Your logo as it appeared on your client page (72 dpi 216 index color.) This pixel based version of your logo is suitable for web or other low-resolution reproduction. Non-platform. This file will be optimized in web-safe colors for rapid download on the web, as well as true color accuracy on all platforms and browsers. As this file is non-scalable (cannot be re-sized without image degradation) we supply several pixel width sizes which can all be imported into web pages ’size-is’ for maximum image quality, resolution and color accuracy.

JPG – A hi-resolution .JPG version of your logo artwork. This high-resolution file (300 dpi – dots per inch) can be converted and imported into most desktop publishing and word processing software that supports the tiff and/or .JPG format. This file can be re-sized (down) and be used as monitor friendly (RGB) or print friendly (CMYK.) This pixel-based image can also be imported in popular image-manipulation programs like Adobe Photoshop for special effects.

PNG – A web-friendly .PNG version of your logo artwork. This low-resolution file (72 dpi – dots per inch) can be used on the web and any other software that recognizes the .PNG format. This file can be re-sized (down) but can only be used as monitor friendly (RGB.) The main advantage to .PNG files over any other form of pixel-based images is its ability to feature a transparent background.

linear.EPS – A monochrome (black) version of your new logo for use on faxes, invoices and other low-reproduction quality media. This logo is redrawn with this use in mind rather than simply converted in to a grayscale from the original source files. This enables the most-effective representation of your logo in a low-resolution, black and white use. This is a black & white vector-based logo with all the advantages that entails.

Other Formats available at no additional charge: (your job).BMP, (your job).TIF, (your job).PICT, (your job).PNG, (your job).PDF. Please advise me of format requirements at completion of your logo and I would be happy to supply these in addition to the formats listed above.

Brand Guides are just the ‘rues’ of how the Brand is to be presented to the world.

They can be passed along to a web developer who can see the exact color values quickly to be used on the website, and what fonts are to be utilized in the content.

Similarly, these guidelines can be sent to a printer to ensure maximum accuracy when the documents are printed, through Pantone color values.

Your will receive a branding guide along with your final logo files.