How I Design Custom Logos

Designing a distinctive logo blends creativity with a strong grasp of design principles, but there’s also a clear process behind it.

I’ve always been curious about how other designers tackle their work, so today, I’m giving you a behind-the-scenes look at my logo design journey, from the initial concept to the final result.

Sketch Out Ideas

The initial stage of the process is me getting ideas down on paper. It’s not 100% perfect but it allows me to think things though is always the first step first step toward something original—or it might ignite a whole new set of possibilities. The key is to keep exploring and letting creativity flow.

I also keep in the back of my mind the brand adjectives you provide during the initial stage—whether it’s “playful,” “cute,” or “modern”—and use them as the foundation for shaping the logo’s form and composition.

For example, if your brand is described as “playful” and “cute,” I might explore whimsical shapes to capture that lively energy. On the other hand, a “modern” and “organic” brand might lead me to create more fluid, natural forms like the above.

At the initial discovery stage I’ll also ask if there are any special elements you’d like to incorporate, such as specific icons or typography, which are also factored into the sketches I produce.

Explore and Customize Fonts

At this stage if I know a concept will work I’ll take a picture and bring it into Illustrator and begin tracing with the pen tool (and experimenting/tweaking even further with the style based on the look/feel the client is going on).

And designing in Illustrator, a vector based program, means you can have your logo produced to any scale you need it without loss in resolution so it’s handy especially if you’d need high quality illustrations for packaging design, signage, etc.

Then I play around with fonts to see what best fits the vibe. This is an important part of the logo so I’m often spending alot of time exploring my options. The tools I use can range from system fonts to Adobe/Google Fonts and even Creative Market in fully exploring all font solutions out there that might best suit the theme and composition I sketched out in the last step.

Experiment With Color

I know it’s tempting to add color right away, but trust me, when you nail the composition first, the final result will be much stronger!

Consider Variations

Next, it’s important to consider how your logo will show up across channels.

When designing a logo, I’m always thinking about how each element—whether it’s the fonts, colors, or illustrations—can be applied across the broader brand. I also consider how the logo can be deconstructed or rearranged to create versatile variations for different use cases. This might be different for each client and the stage their business is at.

Revise

At this stage I’ll inquire with the client, ask it the design aligns with their vision, and make final tweaks until they’re completely happy with the final result. The logo files are then uploaded to a password-protected page on my website dedicated to each client so they can easily access them as needed!

Ready to Take Your Business to the Next Level?

How your business presents itself makes all the difference in increasing conversions and driving sales. I offer custom branding and design services that are tailored to every stage of your business, helping you stand out and make a lasting impression.