My Design Process: Logo and Visual Identity
When a client comes to me for a new logo and visual identity — or a rebrand — it’s never just about designing a symbol.
It’s about telling a visual story.
A logo is often the very first impression of your brand. It is the visual entry point into your world. Before someone reads your mission statement, clicks through your website, or experiences your service, they see your logo. And in that moment, it should communicate who you are and how you want people to feel.
That’s why I approach logo and visual identity design with intention and depth.
It Starts With Understanding
Before I begin designing anything, I want to understand your business on a deeper level.
- Who are your customers?
- What service or product do you provide?
- What makes your brand different?
- What colors resonate with you — and why?
- Are there symbols, icons, or imagery you’re drawn to?
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Are there specific fonts you love — and what do you like about them?
I always ask why.
The “why” tells me far more than the surface preference. It reveals the emotion behind your brand, the story you’re trying to tell, and the experience you want your audience to have.
This discovery phase becomes the foundation of the entire visual identity.
From Sketchbook to Screen
My process always begins the same way: with pencil and sketchbook.
I explore rough concepts by hand first. Sketching allows ideas to flow freely without the constraints of the computer. It’s intuitive, organic, and often where the strongest concepts are born.
Once I’ve explored multiple directions on paper, I move into the digital phase — refining forms, selecting typefaces, building structure, and developing color palettes.
Three Thoughtful Concepts
For each logo project, I present three distinct concepts.
Each concept isn’t just a visual — it comes with a story.
I explain:
- The reasoning behind the color palette and what those colors represent
- The meaning behind the design elements
- How the typography supports the brand personality
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How the overall composition aligns with your values and audience
This is more than an icon. It’s a visual narrative.
Refinement and Collaboration
After presenting the initial concepts, I create a proof and review it with you. Your feedback is an essential part of the process.
From there:
- I make refinements based on your feedback
- Submit a second proof for review
- Complete one final round of revisions
My goal is to refine the chosen concept until it feels aligned, confident, and ready to represent your brand fully.
Final Delivery: Production-Ready and Cohesive
Once the final logo is approved and signed off, I prepare your logo in multiple professional formats, including:
- Horizontal and vertical variations
- Transparent background files
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Production-ready formats for both print and digital use
In addition, you receive a logo brand style guide. This guide outlines your color palette, typography, logo usage guidelines, and visual direction — ensuring consistency across your website, social media, packaging, and marketing materials.
Because a logo doesn’t exist in isolation. It lives within a system.
Designing a logo and visual identity is a collaborative, thoughtful process. It’s about translating your values, mission, and personality into something visual, timeless, and intentional.
If you’re ready to invest in a brand identity rooted in story and meaning, I would love to work together. Explore my Services page to learn more, or reach out to begin the conversation.