When a client gives you the job to design their company logo, there are several steps you can follow to ensure a successful outcome. This article is inspired by one of my interns who wanted to understand my design thought process. After the session, I realized that others might benefit from this information as well.

In this guide, I will take you through my personal design thought process from start to finish, which incorporates all the characteristics of a good logo design. While your own design process may differ, this will give you a general idea of how most designers approach logo design. Without further ado, let’s dive in.

For the purpose of learning, I will use my company logo, Ila Bappa Ltd, as a case study.

1. Discovery

The first thing I do is understand the assignment. I make sure to comprehend the logo design brief and the expected story. I gather all the necessary information about the brand’s story, description, and taglines if needed. This step helps me understand what elements to incorporate into my design and how to connect different aspects of the story into one iconic logo design. Sometimes, the client provides the design brief in advance, which speeds up the process.

Research

Next, I searched for the business name on Google and navigated to the image results. This allowed me to get an idea of the logos that are already in use and who the company’s competitors are. I specifically looked into logo designs in the business industry to find ideas and inspiration. I used keywords such as “Ila Bappa logo,” “IB abstract logo,” “Name logo examples,” and “IB logo examples.”

Additionally, I researched who Ila Bappa Ibrahim is (excluding myself, as I am already aware of my background). This helped me gather more ideas and inspiration regarding the types of logos that are already in existence, what to avoid in order to stand out, and what makes a logo unique.

Brainstorming phase

At this stage, I begin the process of brainstorming and generating a multitude of potential ideas in my mind, all while making connections and associations with the brand I am currently working on.

Case Study

Let’s take a closer look at Ila Bappa, the visionary behind the Ila Bappa brand. Interestingly enough, I recently came across the knowledge that Ila Bappa’s full name is actually Ila Bappa Ibrahim, and he is commonly known by the initials IB. This revelation serves as a fascinating starting point for me to delve into my creative thinking and contemplate the creation of a distinctive symbol that embodies the essence of the brand.

Sketching phase

This is the initial stage where I start to visualize and conceptualize the design of the logo. During this phase, I allow myself the freedom to explore various ideas and possibilities without the pressure of perfection. I prefer to use the traditional method of sketching on paper with a pen, as it allows me to quickly capture my thoughts and experiment with different shapes and forms. After creating a few initial sketches, I give myself some time to reflect and gain new perspectives by sleeping on it. The next day, I approach the sketches with a fresh mindset, carefully analyzing each one and making adjustments as needed. I repeat this iterative process multiple times, continually refining and fine-tuning the designs until I reach a point where I feel completely satisfied with the outcomes.

Design phase

After completing the initial sketch, I proceeded to utilize graphic software to recreate the design. This step is made easier by employing techniques such as typography, the implementation of the golden ratio, and the use of grid lines. By incorporating these elements, the process of recreating the sketch becomes more streamlined and efficient. Although this phase is relatively simple and straightforward, it is important to allocate an appropriate amount of time to ensure its completion. Once this step has been successfully executed, the end result will be a fully realized and polished logo, ready for implementation.

Delivery

If there is one thing I have learned the hard way through my experience as a designer, it is the importance of not simply sending a logo to clients, but rather presenting it to them in a thoughtful and engaging manner. Over the years, I have come to realize that presenting a logo, just like presenting a final-year project, can greatly influence how clients perceive the work.

When you present a logo, you have the opportunity to establish a certain level of control over the narrative and showcase the thought process behind the design. As Barney Stinson, the legendary character from How I Met Your Mother, famously said, “Everything, when said and done with the right attitude, sounds impressive.” This rings true in the context of presenting a logo to clients. By presenting the logo in person, you can convey the passion and dedication that went into its creation, and effectively communicate the story and message behind the design.

On the other hand, sending a logo via email or a casual WhatsApp message often fails to capture the essence and impact of the design. It can easily be overlooked or dismissed without fully understanding the thought and intention behind it. I have personally experienced that simply sending a logo electronically has resulted in more rejections and missed opportunities compared to when I have taken the time to present it in person.

By presenting a logo, you not only have the chance to showcase your design skills, but also to engage with your clients and address any questions or concerns they may have. It allows for a dynamic and interactive discussion, where you can receive immediate feedback and make any necessary adjustments to ensure the final product meets the clients’ expectations.

So, the next time you have a logo to share with your clients, remember the power of presentation. Treat it as a final year project, put your best foot forward, and let your enthusiasm shine through. By doing so, you can significantly increase the chances of your logo being well-received and leave a lasting impression on your clients.