How It Works
Explore the six phases of my logo design process, from the first questionnaire to the final logo guide. Estimated timing is 2 to 4 weeks, depending on the package and feedback turnaround.
Each logo package includes a different selection of these phases. We’ll choose the package that best fits your brand, goals, and budget, so not every project includes every part of the process.
Phase 01 — Exploration
The Exploration phase is the getting-to-know part and is the most crucial portion of the process. It helps me understand you better and clarify who we're creating the logo for.
Every bit of information helps me streamline the ideation process — the more I know, the less we have to guess.
Phase Deliverable: Questionnaire Answers
Questionnaire Sample for Paleo Pet
Phase 02 — Moodboard
The Moodboard phase is about establishing the visual direction of the logo. This contains a description of the brand, keywords, target market, color palette, logo pegs, and key imagery to guide the process.
Phase Deliverable: Moodboard (JPEG) + Moodboard Explanation (PDF)
Phase 03 — Sketch
The Sketch phase is where the logo ideation happens. Every pass is presented as a Round, with each Round being sent as a PDF containing 3–5 logo sketches — each with its own title and explanation.
Sketch logos are always presented in black and white.
Phase Deliverable: Logo Rounds (PDF) as necessary
Phase 04 — Digital
The Digital phase is where the refinements and details are applied. This is where logo lockups (layouts), colors, and adjustments are made to prepare the logo for proper use across multiple applications.
Phase Deliverable: Logo Colors & Lockups (PDF)
Phase 05 — Mockups
The Mockups phase samples different applications to find out how the logo performs in real-world scenarios, and not just as a digital mark on a screen.
These applications can include stationery, business cards, signage, clothing, and more. The goal here isn't to have a well-designed product — it's to see the logo on different touchpoints.
Phase Deliverable: 10 Logo Mockups (PDF)
Phase 06 — Logo Guide
The Logo Guide phase is about creating a 15-page manual that allows for consistent use of the logo across different applications.
This contains information about the brand, design rationale, lockup sets, color palette, and usage guidelines — everything needed to use the mark correctly going forward.
Phase Deliverable: Logo Guide (PDF)
Estimated Timeline
For logo design, the process takes around 2–4 weeks. It all depends on how smoothly the back-and-forth can go.
FAQs
Payment is either split 50/50 or paid 100% upfront, depending on the package.
There are four logo packages, each covering different parts of the process depending on what you need. Send me a message to learn more.
The basic logo files are provided in PNG, SVG, PDF, JPEG, and AI (Adobe Illustrator) formats.
All packages include unlimited rounds of sketches, except for the lowest package, which includes one round of sketches.
You own the logo. I retain permission to share the project in my portfolio and on social media once it is up and running.
The whole process takes 2–4 weeks depending on feedback turnaround. The result is a logo that was thought through, not just knocked out. If that sounds like what your brand deserves, let's talk.