The winning design

The Logo Design Process: The Ultimate Guide to Design a Logo

A company logo design is more than just putting together icons, shapes, and letters. It’s not just a symbol that identifies your business. Logos carry the story of why an organization or a business exists. 42% of consumers say that a logo effectively conveys a company’s personality.

Most startup businesses design logos through the founder’s guidance. This is a risky approach. Chances are the logo may not reflect your business purpose. Most of these are possible through developing a brand strategy for your business.

Designing a logo for your business takes understanding of who your ideal customer is. Take a moment to think about your company logo. What action would your ideal customer take when seeing your logo for the first time? Would they stop to ask, what your business does? Or would they just pass through and not look back? Studies show that it takes 4-5 interactions with a brand for a person to remember it.


Remember the right logo has a direct impact on sales. It helps build trust, good first impression, and helps your business stand out among a pool of competitors.


A logo creates a good perception and plays a big role in molding people’s perceptions of your brand. How do you get to have an awesome logo design? Don’t worry, this guide will give you just that answer you are looking for.

What is a logo?

A logo is basically a symbol that reflects the image and identity of a brand. A logo essentially reflects the image and identity of a brand. This is why logo designing is such a popular field today. So, in a nutshell, a logo is a symbol, often a graphic symbol that represents the brand. It can include typography.

A logo stands as a representation of the brand. It, therefore, needs to be consistent with it. Also, a logo is in the context of brand identity, it is used to identify and link the brand to its foundation and brand purpose. This article covers all that you need to know to create a unique and memorable logo for your brand. Here are 10 things to keep in mind while designing a logo.

Why should you invest in a logo?

The “why” part is important to consider because everyone likes to feel special and considered at their best. If you have a personal brand, and you use it for business, how would you feel if someone else used it for business, and it looked really poor?


Here are some of the main reasons why you should invest in a logo design that involves a brand strategy. If your business is not professional, you will need a logo to help you get it to market. It will help you reach new customers and followers much easier.

The Logo Design Process

When it comes to logo design, most people only hear about the final product. They never hear about all the hard work that goes on behind the scenes to make that logo come to life.

Here is a logo design process from idea to launch.

  1. Discovery
  2. Industry research
  3. Idea exploration (sketching)
  4. Design and color pallets
  5. Picking the winning design

1. Discovery

Look at how people (stakeholders, especially your customers) perceive your brand. Discovery helps during the research, ideation, and design stages.

2. Industry Research and Competitor Analysis

Industry research lays our foundation before we do the first sketches. Spot trends, do a competitor analysis, and identify promising customer segments. This helps you understand and lay a strategic foundation for your visual identity.

“A logo doesn’t sell, it identifies”, Paul Rand. A logo should embody you, your team, and your customer’s expectations. The focus is to craft a logo that tells your unique story related to the industry your brand is in.

3. Idea Exploration

In the ideation stage, try to uncover what resonates with your ideal customer. When all is in place from industry research, this is where you start sketching ideas for your logo design. It is an opportunity to see what works and what doesn’t.

4. Design

The design stage presents a collaborative effort between strategy and design. Using research insights, inspirations, and client research, we convert research into logo concepts.

This includes going through design concepts and color designs to uncover a gem. A process is a sober approach of picking the right logo for the brand’s long-term goals in plain black and white.

5. The Winning Design

To ensure consistent brand implementation, identify core use cases. With this, build creative assets that fit a range of, or your visual identity elements. This helps keep the brand identity consistent.

Tips and Reminders

We hope you enjoyed our guide to designing your business logo. The point of creating a logo is to help people remember your brand in one way or another.

A logo will have to be constantly modified with time, but it will have to remain the same in some way. To get this, the logo you create needs to be impactful, unique, and memorable.

Keep this in mind. Follow a process to create your logo,


  • Understand your customer
  • Research your industry to understand trends.
  • Explore ideas for your design.
  • Put pen to paper.
  • And finally, pick that winning design for your brand.


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Nonofo Joel
Nonofo Joel is a Brand Strategist at The Brand Shop. He frequently blogs about Branding, Website Design, and Search Engine Optimization on The Brand Shop Blog and other publications.