How the Logo Design Process Works

Many organizations are wary to make the leap and invest in a quality logo design and brand identity. After all, there are plenty of websites out there with quick turnarounds for inexpensive logos. On one hand, this may be a viable option for new businesses with limited capital. On the other, if you decide to go with a cheap logo to launch your venture, you risk starting off on the wrong foot.

These bargain logos are not always what they seem. The graphic and design may be lacking both in execution and attention to detail. In addition, clipart logos can be legally reused by other entities because they are not protected by copyright. Moreover, when that logo inevitably needs replacing, it can be costly to update signage, marketing collateral, and more.

Professional Logo Design

If an organization opts for a professional logo, its higher price tag can sometimes be difficult to understand, especially if the resulting brand mark seems pretty straightforward. In this respect, it’s important to remember that looks can be deceiving! Sometimes, simplicity isn’t so simple. Finding the perfect elements to capture the many facets of a brand in a clear, intelligible way is a tricky balancing act.

When you commission a logo design, you are paying not only for the final product, but the research, time, skill, and expertise that goes into its creation. You’re investing in a first impression with potential clients and customers that instills confidence and trust, ultimately leading to more business. An ideal logo is built to last. So, what exactly goes into the making of a quality logo design, anyway?

Discovery Phase

Here at Red Egg Marketing, our first step is gaining a deeper understanding of the organization a logo will represent. We ask our clients to complete our proprietary branding questionnaire so we can learn more about their company and aesthetic preferences. After carefully analyzing these responses, we then review our clients’ unique goals, audience, and competition.

Research Phase

A successful logo design does not live in a vacuum, but rather within a social environment of symbols, connotations, and preconceptions. A recent example of this concept came about the department store, Sears, launched a rebrand in 2019. But, this rebranding didn’t last. Their new logo needed to be hastily modified only a year later. It’s speculated that this was because it too closely resembled the well-known Airbnb logo.

logo design

Poor research and a lack of consideration for the greater landscape of a brand design can have serious repercussions. That’s why, in this stage of the design process, we work to understand our clients’ industry. We audit the branding of similar companies, look at current industry trends, and consider the application of how and where the logo will be used.

Conceptualization Phase

Next, our clever team of creatives likes to brainstorm using idea-generating tools such as mind maps and word clouds. We may also gather inspiration like textures, colors, images, typefaces, and other logos to create a mood board. This ideation stage is eventually distilled into quick sketches of potential concepts.

Iterative Phase

These rough sketches are brought into digital design software to be further refined. At this point, we bypass color or detail to first focus on uncovering the most effective concepts. Several iterations of each idea may be generated to find the best execution. This is a good spot to press pause, just for a little bit! Before getting too attached to one idea and going down a particular road, it’s typically a good rule of thumb to sleep on it, take a break, and return with fresh eyes and a fresh perspective.

Refinement Phase

Now we’re getting into the good stuff. After securing internal approval of the strongest logos in black and white form, our team then prepares and presents the top three to five concepts to the client. We may mockup the concepts on signs, business cards, or t-shirts to help the client visualize the logo in context.

Revision Phase

In this phase, we receive our clients’ feedback and make any desired tweaks and revisions to the logos, such as switching out font options. Various elements can be mixed, matched, and otherwise adjusted until we reach a result that our client loves!

Identity Development Phase

Once a final logo design is approved by the client, our skilled creatives get to work on building out the overall brand. We develop approved color palettes, textures, branded elements, and more. These elements make up the guidelines and visual standards for the brand. This information is organized into a document that the client can share internally within their company and externally to any partners or vendors. This ensures the brand remains consistent and authentic. The client receives final deliverables of this brand guide and all the necessary digital file types for their logo. Through these seven phases, a successful and effective logo is born!

If you’re in the market for brand development or rebranding for your small Denver business, our nimble team of creatives is here to help. Drop us a line at 720.782.0597 or shoot us a message at and we can get started.