Throughout my years in business, I’ve been asked about my logo design process time and time again. How do I design logos? What type of process do I walk through to create unique designs for each client? Is each logo just designed according to current trends? Or is there more significance behind it all?

Well, friend, today I’m inviting you into a behind-the-scenes look at my custom logo design process! I’ll share how it’s impacted my clients, and why non-custom design simply is not worth your time or investment. I’m spilling all the beans on how I create timeless, elevated logos that help my clients earn more consistently, connect with their dream clients on repeat, and have a deeper impact in the industry! Keep on scrolling for the full scoop.

A Peek Into My Logo Design Process

A few pieces of information are crucial for me to understand in order to make truly thoughtful design decisions. Some of these include: understanding how my clients want to be perceived in the industry, who they want to reach, and the experience that they offer their clients.

Before I even start dreaming about color palettes or unique symbols to incorporate in a primary logo, I start by identifying my client’s goals for their visual brand. Every branding project begins with an hour-long initial brand development session. On this call, we dive deep into the heart behind my client’s brand, as well as their unique brand goals. Then, I can move into the design process clearly understanding what this design needs to accomplish in the long run.

While I’m gathering a clear understanding of their brand goals, I also explore exactly who their ideal client is; this helps me design with that specific audience in mind. Strong logos aren’t composed of just pretty colors or unique design elements; they’re strategically designed to tell your story in a way that deeply resonates with your ideal client, inspiring them to take action and book with you! In order to make that happen for my clients, I spend hours exploring precisely who they long to serve. With that research, I can pull in colors, font pairings, symbols, and more that speak directly to their ideal clients.

Moving into the design phase

Next, with a clear understanding of their ideal client in mind, I dive into some visual inspiration, specifically through color. I take my time thoughtfully honing the most strategic colors—ones that will reflect my client’s goals AND capture the attention of their ideal client, all right off the bat.

If you want to learn more about how I choose strategic color palettes, this post is just for you!

After creating a strategic and cohesive color palette, I’ll present it to my client for approval before sketching logo concepts.

Design on purpose: visual elements

Every visual element I incorporate into a primary logo design has to have a specific purpose. If there isn’t a deep meaning behind an element, it won’t make the cut. Pretty-for-the-sake-of-pretty simply won’t serve my clients in the long run; visual brands founded on aesthetic trends are simply not built to endure. Instead, pulling in visual elements that hold a deeper meaning or represent more of the heart behind their brand ensures we can create a symbol—or other visual element—that will withstand the test of time.

For example, when I was designing the logo for my sweet client Cori Cook Floral Design, I didn’t want to pull in florals for her main logo symbol that she didn’t actually use as part of her design process. Through in-depth conversations, I learned that climbing roses have always meant a great deal to her personally, and she strives to include roses in many of her designs when that aligns with her brides’ vision! So what better flower to highlight as part of this symbol than a rose? My hope is that small detail continues to endear this logo and that custom symbol to Cori for years to come, all while inspiring connection with the high-end brides she loves to serve!

Design on purpose: font pairings

As much as I love them, beautiful sketches and thoughtful symbols alone will only go so far. Which is where intentional font pairings come into play!

I carefully select font pairings that will reflect the brand’s personality and aesthetic, all while appealing to their ideal client. Every font has its own personality and gives off a very specific feeling, so it’s a powerful way to inspire trust, tell a story, and invite potential clients to connect with your brand.

For more tips on choosing the best fonts for your brand, head over here.

Bringing the concepts to life

After ALL that in-depth research, I’ll sketch out dozens and dozens of ideas before I go to design in Illustrator. I want a clear idea of how a logo concept can come together before I start designing on my computer. I can’t tell you how many scraps of paper I have on my desk at any given point in time!

The logos I design serve as a primary touchpoint to connect my clients with their ideal clients, so I know each design needs to be unique, authentic, and built to endure. And I don’t take that opportunity lightly! I refine (and refine, and refine…) because I want my clients to choose from only the best options out there. Which leads me to the final step in the logo design process—presenting the finished concept!

Once I’m confident my logo concept can serve my client well, I’ll share up to three designs for their review. From there, we have the option to refine an individual logo until it’s perfect; although I’ve found that few edits are needed before we hone in on the ideal logo for their brand. All that refining and in-depth strategy before we start sketching truly pays off!

Why custom logo design is a game-changer for your business

If you’re thinking about rebranding (or perhaps branding for the first time!) in your business, you may be debating whether a custom design is really worth the investment. There are so many lovely pre-made options out there, and other businesses use them all the time… why bother with something wholly unique?

But as you can see, friend, no piece of this process is done without deep thought and intention. Because of this heartfelt approach, I am able to create logos (and entire brands!) that are truly unique to my clients, allowing them to stand out among the crowds and equipping them to accomplish their unique goals. The truth is that you and your business are truly one-of-a-kind, and you deserve to be represented in that way! Anything that isn’t fully customized and tailored to your specific needs and goals… just won’t help you stand out from all the others who have a similar look, and it won’t strategically speak to the people you’re longing to attract. Is that really worth your investment, sweet friend? Or…

Are you looking to walk through an intentional logo design process to elevate your visual brand?

Friend, if this heartfelt and thoughtful process sounds like just the step you want to take to craft an elevated visual brand that reflects the heart of your life’s work, then let’s chat! I specialize in crafting elevated visual brands that enable you to connect authentically with your ideal clients, and it would be a true joy to design something unique and filled with intention just for you. I’m currently booking custom 1:1 design projects, and I would be so honored to work with you. Get in touch to schedule your free consultation call today!

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