Summary: A logo is more than a nice graphic. A structured process produces a mark that works everywhere your brand appears.
Great logos come from understanding the business first and drawing second.
Discovery
Clarify what the business stands for, who it serves and how it differs from competitors.
Exploration
Develop several distinct directions rather than variations of one idea.
Refinement
Polish the chosen direction for balance, legibility and versatility.
Testing
Check the logo at small sizes, in one colour, on dark backgrounds and in real contexts.
Delivery
Receive vector and web files, colour codes and simple usage guidelines.
Protection
Check trademark availability in your markets before launch.
FAQs
How many concepts should we see?
A few strong, distinct directions are better than many weak ones.
Who owns the final logo?
Your business, once rights are transferred.
Should the logo explain what we do?
Not necessarily; distinctiveness matters more.
