A good logo doesn’t start in Illustrator. It starts with questions. After designing logos for 250+ clients, I follow the same six steps every time. Here is exactly how I work, so you know what to expect if you hire a designer, or how to improve your own process.
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| LPL logo Competition - 2024 |
Step 1: The brief
Before I draw anything, I ask the client:
- What does your business do, and who are your customers?
- What three words should people feel when they see your brand?
- Which logos do you like, and which do you dislike? Why?
- Where will the logo be used: signboard, Facebook, bills, packaging?
- Do you have a preferred colour, or colours to avoid?
Clients often say “make it look professional.” That isn’t enough. The answers to these questions are what stop endless revisions later.
Step 2: Research
I look at what competitors in the same area are doing, so the new logo doesn’t look like theirs. For a [example, e.g. bakery in Colombo] I noticed that most logos used [example, e.g. brown and gold with wheat symbols]. That told me where I could stand out.
Step 3: Sketches
I sketch 10–20 rough ideas on paper or tablet before I open Illustrator. Sketching is fast, and bad ideas cost nothing. I pick the 3 strongest and take only those to the screen.
Step 4: Building the logo in Illustrator
This is where I turn the sketches into clean vector shapes.
- I work in black and white first. If a logo doesn’t work without colour, colour won’t save it.
- I use simple shapes and a limited number of fonts.
- I check the logo at very small sizes (a social media profile picture) and very large sizes (a signboard).
- I use the Pen tool and Pathfinder to keep the shapes clean, and I outline the text when the work is finished.
Step 5: Presenting and revisions
I show the client 3 to 5 concepts, each on a plain background and on a mockup such as a bill book, a signboard or a phone profile picture. Seeing it in use helps clients choose. I include 5+ rounds of revisions and agree on that at the start, so the project stays on track.
Step 6: Final files
When the client approves, I deliver a folder with:
- AI or EPS: the master vector file
- SVG: for websites
- PDF: for printers
- PNG with a transparent background: for social media and documents
- JPG: for quick use
- The logo in colour, black, white and one-colour versions
- A short note with the fonts and colour codes (HEX, RGB, CMYK)
Many clients never think to ask for this folder. Without it, they struggle later when a printer or a web developer needs a specific format.
Common mistakes I see
- Too many colours or effects (gradients and shadows break when printed small)
- Fonts that are hard to read at small sizes
- Copying a competitor or using stock icons that other brands also use
- Receiving only a JPG, which can’t be enlarged or edited
FAQ
How long does a logo take?
For me it usually takes 2-3 days, depending on how quickly the client answers the brief and the revisions.
How many concepts do I get?
1 to 5, and I explain this before starting.
Can I design my own logo?
Yes, but follow the same steps, especially the black-and-white test and the final file formats.
Conclusion
A logo is a business tool. Following a clear process gets better results and fewer arguments. If you’d like me to design yours, see my Fiverr gig : Order Now