The Logo Design Process From Start To Finish
Published on Wednesday, February 4, 2009 – 12:00 amIn this article I will guide you through the process of creating the identity & logo design for one of my recent clients, UKE, offering insights into not only the thought process behind creating the logo but also the creation of the logo itself.
Also keep an eye out in the May edition of Layers magazine for a feature on the UKE web site design.
The Logo Design Process
When one creates a logo, they should follow a logo design process to ensure that the final design suits the needs of the clients (not their wants)… I have written about the logo design process of professional logo designers in full here however below is the usual logo design process in short:
- Design Brief: Conduct a questionnaire or interview with the client to get the design brief.
- Research: Conduct research focused on the industry itself, on its history, and on its competitors.
- Reference: Conduct research into logo designs that have been successful and current styles and trends that may be related to the design brief.
- Sketching & Conceptualising: Develop the logo design concept(s) around the brief and research.
- Reflection: Take breaks throughout the design process. This lets your ideas mature and helps you get renewed enthusiasm. Receive feedback.
- Positioning: Position yourself as a contractor or build a long lasting relationship. ie. Client tells you what to do OR you guide the client to the best solution. The latter is usually best however personally, I try to find a happy medium.
- Presentation: Choose to present only a select few logos to the client or a whole collection. Presenting only the best is recommended.
- Celebration: Drink beer, eat chocolate, sleep, start on next logo design. Or a combination.
Getting The Job
Eugene, the business owner of UKE, contacted me earlier this year (who found me through my blog) and she wanted to rebrand & make over their old business identity starting with their logo and then the website.
After a few initial emails clarifying Eugene’s needs, I sent Eugene a four page logo design questionnaire form (PDF) which was promptly filled out. I then sent a proposal & an agreement (never call it a contract) and then received a 50% deposit via PayPal.
I also sent her a web design questionnaire for the website design but that is for another article.
The Design Brief
After Eugene had filled out the questionnaire I had most of the information that I needed to start on the logo design. There were a few other emails clarifying things but basically all the information was there.
Here is a bit of background information on UKE Chocolate Gift Baskets:
UKE.COM or UKE for short sells unique arrangements of chocolate as an alternative to gift baskets. UKE targets a more upscale market due to the time to make and cost of the product.
After reading through Eugene’s completed logo questionnaire, I found in short that she wanted a logo that portrayed her whole business model and she needed it be: “strong, bold & luxurious” She also requested to have it black or gold however was open to colour choices. Eugene also wanted to have a lion in the logo. The logo also had to be suitable for the web, business cards & t-shirts.
This was the old logo that was to re branded.
Research
Upon receiving the initial 50% deposit for the logo and signed contract agreement, I then started researching what was needed for the project. This included looking up Eugene’s competitors (that she provided & my findings), researching the industry and searching for other logos in the industry, among other things.
Research is a critical stage in the logo design process as this ensures that your logo will differ from the competitors and it also sets a benchmark.
Sketching & Development
The next stage of the project was developing the logo. Developing the logo design concept is where creativity comes into play. Based on the design brief and research conducted, this is where I let my ideas run wild. I brainstormed and sketched down my ideas and then experimented with them on the computer. I also had breaks between these sessions so I could reflect on the designs and have a fresh perspective on the job at hand which is a crucial part of the process when when designing a logo.
The challenge that I had when creating the UKE logo was trying to incorporate a lion into the logo while still making it look luxurious… I got around this problem by brainstorming and word association. My thought process went something like this: Lion > King Of The Jungle > King > Crown > UKE with Crown
Below you will find one of the original pages of sketches that I did for the Ultimate Potential logo… I know I am no Picasso but it is the end result that matters. Find in the bottom right corner where I originally got the idea for the final logo. Remember that there is no such thing as a bad idea, just bad decisions.
Computer Generation
As you can see in the sketch above I had the idea of using a crown or lion placed on top of the word UKE. After I had this general idea in my head I experimented with the concept in Adobe Illustrator and researched different types of crowns, layouts, fonts, icons, etc.
Typeface
The first thing I did when experimenting with the logo design was to find the best typeface for the logo. Below you can see just some, of many, different typefaces I tried and circled in red, the typeface chosen (Friz Quadrata, Medium).
This typeface was chosen for its luxurious, traditional looking nature. A great alternative to the much overused Trajan.
Concept Development
After I had found the right typeface (though it is never set in stone) I then experimented with different concepts and layouts of which you can see some below.
Please take note that no colour has been added to any of the designs. This is to ensure the design works in one colour only. This helps on printing costs and makes the logo more adaptable for use over a variety of media.
One should also remember that simplicity in logo design is the key. The simpler a logo is, the more memorable and adaptable it is. In nearly all cases, less is more.
You may interested to know some more ‘rules’ of how to design a logo.
Colour
I then experimented with colour. The final dark purple colour was chosen for its royal & luxurious nature… purple is the colour of royalty after all. Do you know your colour theory?
In the image below you can see the logos from the above image with the same purple background.
Delivery
Obviously, I ended up choosing the second bottom left logo (circled) for the final concept… After some more experiments & fine tuning I was finally ready to present the logo to Eugene.
Below you can read the email that I wrote to Eugene when ’selling’ the logo to her.
Hello Eugene,
I have been finishing off your logo today and have come down to the strongest concept, of which you will find attached in a PDF.
After all the research I carried out and concepts that I experimented with I kept coming back to this simple & effective logo… one without any animal figure. Not only this but I also found that animal figures were way overused, especially the lion due to it’s heraldic nature.
Your new UKE logo relates back to being king (much alike a lion) which is achieved by the use of a simple geometric crown. The crown has many symbolic references… the crown is a symbol of power, legitimacy, strength, righteousness, victory, triumph, resurrection, honour and glory of which can relate back to your luxurious packages, that of the highest quality. The typeface used for UKE is also one of power… strong bold serifed characters form a strong brand name that leaves a lasting impression on anyone that comes across it.
The purple, black and white colour scheme was also chosen for its luxurious nature and this can be applied across all of your marketing material such as your website, business card and so fourth. The UKE logo not only works well on a dark background but also a light background of which the white logo can turn into a dark purple logo. The logo can also be reproduced at any size and maintain readability.
I am eagerly awaiting your feedback and I will hear from you soon.
Regards,
Jacob Cass
http://justcreativedesign.com
Approval
Eugene promptly replied:
The logo really works! I like how clean and modern it looks. I think you might be right about the overdoing of the lion stuff even though I had an obsession with it, none the less this one grows on me more each time I look at it!
Don’t you love it when the client loves the design first time around? No revisions! How about that?
After approval of the logo design and the remaining 50% payment I sent Eugene the final files in EPS, JPG, PNG and TIFF formats.
The Logo In Use
When Eugene first contacted me she also wanted her website to be redesigned. Below you can see the redesign of her old website with the new logo in use. The website is currently still in development however should be online soon.
You can see larger before & after shots of the website here: Before | After
Comments are welcome as always. If you are interested in more articles outlining my design process fly over to my featured articles page.
NB: This article was originally written for Creative Pool’s January 2009 newsletter however I have got permission to republish it here. Creative Pool.co.uk is UK’s largest creative recruitment & directory resource.
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to “The Logo Design Process From Start To Finish”
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Richard Andersson on Feb 4, 2009 said:
Simply brilliant! Behind the scenes stuff is the best of the best to read. You did great on this one. Love the simplicity in your design. Clever.
Keep up the great work dude!
Esben Thomsen on Feb 4, 2009 said:
Very lovely Jacob!
I think you made a excellent choice in picking the logo, although the other ideas have potential. I like these articles where we get a glimpse into to your workflow and decision making.
Cristhian Bedon on Feb 4, 2009 said:
I like the process you use! Nice job on the design.
David on Feb 4, 2009 said:
Love it. I especially like how you related their logo vision to concrete business goals. Too many business owners don’t understand the design is a consequence of business purpose. Great job on the tutorial and great job on the logo.
Abbas (@designsheffield) on Feb 4, 2009 said:
Your process is very interesting Jacob, very similar to the way I work.
However, I like to get feedback from the client at various stages throughout the process. The questionnaire and research helps, but there’s nothing worse than putting the hours in to come up with a design you like to see it knocked back the client. It would almost feel as though I was designing blind.
I’ve had a number of experiences where the client has completed my questionnaire, to then contradict the answers once I’ve sent off the first set of ideas.
Did you contact the client during the process? Or just at the beginning and at the end?
Liora on Feb 4, 2009 said:
I think this is an excellent and solid account of the design and conceptual processes of this logo. The outcome is very effective, appealing, and the colors are perfect to convey what the logo is about.
Maddy on Feb 4, 2009 said:
I don’t do logo design, but from my web design experience, I know how difficult it can be not to follow the client’s explicit wishes. I am so impressed that she liked the logo even though it didn’t contain the lion she asked for. In the end, I guess it’s true that it’s what they need and not what they want (or think they want?) that’s more important in the long term.
I have a question, though. You mentioned sending the client an agreement that she later signed. I wonder if this agreement was on paper and mailed — or was it a “virtual” agreement(sent online)? If it was the latter, how was it signed? I’m trying to learn about freelancing processes and am having difficulty understanding contracts and agreements.
Anyway, thank you for this post! It was very informative. And the run-through of the typical logo design process in the beginning was very helpful as well.
idale on Feb 4, 2009 said:
Jacob - thanks for this post, it’s so great to see a process summed up into a post for all to see. I felt like I was there next to you designing the logo (which turned out great BTW). I’l certainly be reading your more regularly from now on!
Danny Outlaw on Feb 4, 2009 said:
Wow. Really nice break down and explanation of the steps involved. I think will help stream line things for many new designers.
James on Feb 4, 2009 said:
@Maddy - If I’m not going to meet the client I always email through the agreement and ask them to post two signed copies of it to me. Once received I then sign both and send one version back so we both have an original signed copy.
Depending on the laws within your country you may find that you need an original or not. Either way its useful to both have signed originals so that, if it did go to court, it can’t be argued as easily that they’ve been tampered with. Equally it’s important that you both sign it because otherwise one party has no obligations.
Sid W on Feb 4, 2009 said:
Design for the sake of it is pointless. Design with research and a business case behind it is genius. Love the logo. Simple, effective.
Aaron Riddle on Feb 4, 2009 said:
Well done, Jacob! Great post and a greater logo result.
Masey on Feb 4, 2009 said:
Sweet post Jacob. If for no other reason, you’ve confirmed that the method I have been using up until now is pretty much on the money! Cheers mate!
Kumail.H.T on Feb 4, 2009 said:
Love the logo!
In my opinion, if you go through extensive research, conceptualization etc while designing your logo you will have a rough idea of what is needed, therefore you will be bound to get it right the first time.
I didnt find the web design that great though, with the logo and the product you can do much better. The layout is a little off, try relocating the logo, I dont think it fits right. I think you have overdone the light sparkles and it would look much better if added subtly. Further more, the elements require minimalism and simplicity. Thats just my take, I am sure you must have solid reasoning for your decisions.
Lets hope the final version looks stunning
Greetings,
Kumail.H.T
Tuomas Tuomitie on Feb 4, 2009 said:
I really liked the writeup. You have clearly found a workflow that suits you, and you make it all sound so easy.
Besides that, the post makes interesting, yet effortless reading. Thanks!
JohnONolan (@johnonolan) on Feb 4, 2009 said:
Really detailed post, I learned a lot from it and will most likely use it again for reference at a later date! Thanks for taking the trouble to write it
Steve on Feb 4, 2009 said:
This is nice Jacob, I like the way the crown has been reduced to a few circles. Nice breakdown of the design process too.
Dorothy - Chandler Graphic Designer on Feb 5, 2009 said:
I really enjoyed this post. So you only presented one logo design to the client? Is that what you usually do?
Sneh (@LBOI) on Feb 5, 2009 said:
That was a very engaging article. Thnx for that! I never sketch prior to designing the logo .. the “sketches” for me happen in either Illustrator or Photoshop. Maybe I’ll give it a go and see how that works out for me
I liked your entire thought process. Very constructive and easygoing. I have been a fan of your designs and I think your own logo is brilliant!!
Beaulys (@beaulys) on Feb 5, 2009 said:
Congratulations,
Now your logo will have to be used only on dark purple backgrounds. Not black, not white, not red, not yellow…(besides, what would be the result with these colors ? And in black or white ?) Dark purple.
=D
Todd Smith on Feb 5, 2009 said:
Great logo! I love how you distilled the essence of your client’s needs into this simple graphic. Thanks for sharing your thought process.
Jacob Cass (@justcreative) on Feb 5, 2009 said:
Richard,
Simplicity is (nearly) always best in logo design.
Esben, Christhian, David, Liora, Idale, Danny, Sid, Aaron, Masey, Tuomas, JohnONolan, Steve, Todd,
Thank you for your kind words and glad to share my process
Abbas,
In some logo design projects I have quite close contact with the client however in this particular case not much contact was made throughout the process apart from about half a dozen emails… I do a lot of research before the designing begins and this is what I believe makes this possible.
Though in saying that, I have had a couple of clients come back and change things, but you just work with it… Also in the agreement you should state how many changes you make before you charge more.
Maddy,
The agreement was sent via email, which was then printed, signed, scanned back in and then emailed back to me. I sometimes also get them to post it depending on the deadline date. James’s method also works however it can be quite time consuming and like he said, check your local laws.
Kumail,
Very well said, and is quite like what I said to Abbas. Thanks for your feedback on the website design.
Dorothy,
See my reply to Abbas.
Sneh,
You should certainly give sketching a go first, it certainly helps a lot and I wouldn’t do it any other way.
Beaulys,
The logo can actually be used in any colour and will be used in a variety over the different printed collateral however silver and dark purple will be the main colours.
Neeti on Feb 5, 2009 said:
Very cool logo!
Thanks for such an great post. I find almost all your posts useful in some way or the other.
As a beginner, i’m constantly learning and to know what goes into making a logo/the design process is of great value to me.
Keep up the good work!
Andris on Feb 5, 2009 said:
Very nicely done Jacob.
Need to set up some questionaires for my next jobs. Thanx for the inspiration.
Greg on Feb 5, 2009 said:
Jacob,
Great article and very comprehensive. Particularly the logo questionnaire - you ask the right questions.
Keep up the good work.
Greg
Loony on Feb 5, 2009 said:
Great article Jacob.
I can’t wait to read the one about the website? When are you planning to put it online?
Abbas (@designsheffield) on Feb 6, 2009 said:
I see in your email you sent to the client that you describe why you decided to overlook the lion idea.
Personally, I would’ve approached the client at the development stage with this idea to see what they thought. But this approach seems to have worked for you. I suppose It all boils down to the culture of the studio and the designer.
Some studios and designers like to keep clients at an arms length while others like to keep them firmly in the loop.
I find that from experience and the designers i’ve worked with; those who keep clients at arms length seem afraid of any sort of critism. They are quite direct in there approach to a particular project and quite unwilling to deviate from the path they’ve chosen.
Would you consider involving the client more in the whole process?
morgan on Feb 6, 2009 said:
Jacob, you are a rockin’ designer! This is really helpful to see someone else’s process as a person who does not feel that logos are their strong point. Thanks for sharing your work.
Lee Munroe on Feb 6, 2009 said:
Great stuff, thanks for taking the time to share Jacob.
I was wondering what you (and others) think about using PayPal for payment. I’m thinking about accepting PayPal as it would be handy but do you not loose a good bit for the transaction fee?
e.g. I’m UK based. If I accept a payment for £1,500 from USA, I’m automatically losing ~£60
Multidesign on Feb 7, 2009 said:
Great logo design.
Example of “less is more”
Jeremy Horn on Feb 7, 2009 said:
Loved the design process walkthrough. I am passing this on to my readers for their Weekend Reading - http://tpgblog.com/2009/02/06/.....ars-cloud/
Jeremy Horn
The Product Guy
http://tpgblog.com
Pete on Feb 9, 2009 said:
Good post. Good thought out process.
stephanie on Feb 9, 2009 said:
Wonderful post! I especially can so appreciate your last paragraph. Logo design is more important to attract the customers.
Max Weir (@krauser) on Feb 12, 2009 said:
I just love the fact that you wrote a long note to the client explaining the process and the direction you went in towards the final result. I think you did a fantastic job with the new logo and it really works too, size wise its far more flexible than if you had a large lion symbol. The font type is perfect and really suits the overall logo and brand, its clean lines show a real dynamic to the brand.
Jimmy on Feb 13, 2009 said:
.
Logo design is by far the hardest of design!!
I’ve designed over 15 logo’s for my website over the past year and still the final version now does nothing.
How do you say to do it?
Keep it simple, one color, less is more, have many concepts, and have an aim of relevance?
But strangely, even a level of ugly helps! Look at your logo. It’s picture of a pencil spelled out JCD. It’s simple and ugly but I remember it everytime I see it, and then I remember your happy little face on your website, and your killer design posts, and damn it, you win Jacob. You have a killer logo!
I envy your skills.
Jacob Cass (@justcreative) on Feb 16, 2009 said:
Neeti, Andris, Greg, Morgan, Multi, Pete, Stephanie, Max, Jimmy,
Glad to be of help!
Loony,
Not sure about the website article but probably mid year as it has to be published first in Layers magazine which means I can then post it on my blog.
Abbas,
I did bring up the idea during the development stage however it was never set in stone… I described how I was exploring other options and the other paths that I was following but in saying that, every project is different and there are always different levels of client involvement however in this particular case there was not as much as usual.
Lee,
You may want to read this article on PayPal fees that was discussed here:
http://justcreativedesign.com/.....ypal-fees/
Heider Torres on Feb 17, 2009 said:
Great job, man!
aldrin on Feb 17, 2009 said:
Hi jacob, i’m a very big fan of yours, and i really love the way you work specially in logo, well i have something that i want you to look into it i do hope you will give a little time to see into it and give your best choice which for you is work great.
Anyway here is the link of a logo for our teamsite and i hope you can share your own thoughts and i’m very open any critiques
http://img3.imageshack.us/img3/4977/logo2ue5.jpg
Jacob Cass (@justcreative) on Feb 18, 2009 said:
Aldrin,
Thanks and glad you like my work… in regards to feedback for your logo can you provide some background info on the project… thanks.
aldrin on Feb 18, 2009 said:
thanks for your response jacob, with regards to logo, the background with the project, is i’m trying to build a group of freelancers which we do web services, design and development, but since were lacking designers that is why i just work our site. Actually i’m a freelancer as well, and i do more on programming stuff but i also do some design stuff but not as good as you.
Actually i subscribe to your blog that is why it gives me a lot of new input and ideas in working specially for logos. So it is my honored to be see my work to you and give some critiques, and i love to hear from a professional like you.
Thanks in advance!
Jacob Cass (@justcreative) on Feb 18, 2009 said:
To be honest Aldrin, I don’t see the concept behind any of the logos and I believe you can make some better choices in regards to the typeface. Due to time restraints I can’t offer any more help however please do post on a forum for some help.
aldrin on Feb 18, 2009 said:
thank you for your honest jacob, anyway i’ll try to create a different one but hopefully i can create a better one.. thanks for your input.
micke on Feb 18, 2009 said:
Great article!
Nikhil (@powerusers) on Feb 21, 2009 said:
Very very brilliant article again…
Thanks for the article..
What is the proper way of writing the proposal or agreement? What to mention in it and what not?
Jacob Cass (@justcreative) on Feb 21, 2009 said:
Nikhil,
Check out this article from AIGA about design agreements:
http://www.aiga.org/content.cfm/standard-agreement
Nikhil (@powerusers) on Feb 22, 2009 said:
Thanks Jacob, the article was really useful.
Can you please post me a comment in my blog @ your opinion of my blog? I will be really thankful to you.
Angel on Mar 2, 2009 said:
great article! For me, creating logo is the hardest part of the design because it represents the company.
May I know how long does it take to create a logo?I mean, how long does it take to do research and develop it? thanks
Jacob Cass (@justcreative) on Mar 2, 2009 said:
Hi Angel,
This depends on the project, budget and client needs so there is no set time.
Wes on Mar 13, 2009 said:
Well i was asked to “make a quick logo” the other day, well its 2 days later and its not finished! i now see its not just a easy breezy proceses. Ive never made one before, and now see if you want a really good logo it takes time adn thought and expertise. Thanks for taking the time to write these up to help others, i guess you can see its apprciated as you gets lots of feedback.
Jon on Apr 5, 2009 said:
Interesting read. Always nice to see the process
Did you do any modification to the logo-text to differentiate it from the typeface.
Because the problem with using a non-exclusive typeface is that you one day can see that very same typeface on something you really dont want to associate “your” brand with.
Fabian (@brandsimplicity) on Apr 5, 2009 said:
Always like to see follow designer brainstorming process.Thanks for the great read mate:)
Jacob Cass (@justcreative) on Apr 5, 2009 said:
Hello Jon,
Not in this logo… this typeface is not very mainstream, plus the letter combination of UKE is quite unique so it isn’t a problem here but what you said is true in some instances. Thanks for your comments.
Richard Laksana on Apr 6, 2009 said:
Lovely … simple and easy to understand explanation. thanks.
dapas on Apr 6, 2009 said:
Nice Article.
Erik @ Logo Critiques on Apr 6, 2009 said:
Great job highlighting the process. I like that you included some snippets from the client interaction as well. That way we see both sides of the process.
pete on Apr 7, 2009 said:
it’s good, but i think you can make better with those sketches, :p
,and you just take a typeface already done? i know its easy and quicker, but where’s the “Creative Design” ,you can personalize the typefaces, imagine, what happens if another brand alike UKE uses friz quadrata medium for their logo… there´s no identity. keep reaching for the best!
Jacob Cass (@justcreative) on Apr 7, 2009 said:
Pete,
Certainly no Picasso that is for sure, my handwriting is worse too but these sketches are just a way to put my ideas onto paper. I can visualise something a lot better than I can illustrate it.
I don’t agree with what you said about losing identity because of a similar typeface… check out these 40 brand name logos that use Helvetica with little or no customisation at all.
Darshana on Apr 28, 2009 said:
Hi Jacob,
I have gone through the process and I must say it really helps!!!! I used to use this way of working long back in my college days. But due to tight schedules, I have to be quick many times. Anyways, as usual it was all very much informative. I liked the font you used. It makes the logo classy.
nbk (@nguyenbk) on May 21, 2009 said:
Very helpful seeing the interaction b/t you and the client. Definitely a strong design process that seems effective, and is so simple.
stan on May 29, 2009 said:
Excellent! This is just what I needed. In the other post I mentioned I have trouble with logos in a the beginning stages. Looking at your process lets me know I wasn’t too far away from completion.
I sometimes get stuck in the “Sketching & Development” stage, when I feel I haven’t sketched enough or they look like shit. I get discouraged.
This shows me I need to keep trying and pushing. A designer once told me “if you run out of ideas, you didn’t do enough research”
Freelancer on May 29, 2009 said:
Thank you so much ^^
Can I translate this into my langauge??
This is very very useful.
Please reply me to fd2rfs@googlemail.com
Thank you again…
TC
Kiren on Jun 6, 2009 said:
Great explaination man! I’m trying to design more logos and need all the tips and advice I can get. Just a question, are the lion image and other ornaments over the UKE font created by yourself or from stock resources? Also, the font used. Did you have to ask permission from the creator before you used it?
Jacob Cass (@justcreative) on Jun 6, 2009 said:
Hello Kiren,
Some of the lion images were based off other images, some of stock, some self designed. I found even after all the experiments with lions, it just wasn’t working. Re the font, when you purchase a font, you buy the permission and license to use it. You may find interest in this article which goes in a bit more depth about fonts & copyright. All the best.
Alecsandru on Jun 11, 2009 said:
what do you think about this? http://privil3ge.com/ ? i found it via “logomoose”
Jacob Cass (@justcreative) on Jun 11, 2009 said:
Hello Alecsandru,
I’ve been told about this logo before, looks great in my opinion. From my experience both on LogoPond & Logo of the Day someone always seems to find another logo of similarity. Thanks for pointing it out.
Diana (@greatdiane) on Jul 22, 2009 said:
Hi, Jacob! Very interesting and helpful article, I love your blog, and I like to study your articles, can you give your opinion about this logo design that I did? is the website version, no flat colors:
http://diangelux.deviantart.co.....-130417371
Cheers.
Jacob Cass (@justcreative) on Jul 22, 2009 said:
Hello Diana,
Due to time commitments I can not offer critiques, however I suggest asking an online forum. All the best.
Tom on Oct 29, 2009 said:
Hi Jacob. Some guys steeling your blog content about “Uke” logo design process : http://www.tomvilman.lt/blog/l.....comment-78