The logo design process: brief, sketches, presentation and delivery

Logo design is one of the things companies care about most but often plan least. Processes that start with a line like “make it modern and simple” usually turn into long revision rounds and indecision. If the process is set up properly from the start, both designer and company spend less effort and the result is more on target.

Why does the process matter?

A logo is a signature your company will use for years. It will appear everywhere, from business cards to the factory façade, from the website to product packaging. So decisions should be based on the brand’s needs rather than personal taste. A planned process moves decisions from “I like it / I don’t” to “does it work for us?”.

Broadly, the logo process has these stages:

1. The brief: where everything starts

The brief is the designer’s roadmap. The clearer it is, the more accurate the result. A good brief should answer these questions:

• What does your company do, and what sets you apart from competitors?
• Who is your audience? End consumers, business buyers, or both?
• How do you want your brand to be perceived? Pick a few adjectives such as trustworthy, innovative, established or approachable.
• Where will the logo be used most? On the product, digitally, on vehicles and signage?
• Are there any colours, symbols or styles you definitely want to avoid?
• If there’s an existing logo, which elements do you want to keep?
• Who will make the decision, and how will approval work?

The last point is often overlooked. If one of the decision-makers joins the process for the first time at the presentation stage, things often go back to square one. So keeping decision-makers informed from the brief stage onwards saves a lot of time.

2. Research: getting to know the sector and competitors

Before starting sketches, the designer looks at your sector and competitors. The aim isn’t to imitate competitors but the opposite: to see how you can stand apart from them. For example, if most companies in the sector use the same colour, a different colour choice can make you stand out from the crowd.

Your input matters at this stage too. Sharing a few logos you like and dislike, with your reasons, helps the designer understand you faster. The important thing is to give the reason: “I like this logo because it is simple and readable from a distance” is far more useful than just “I like this one”.

3. Sketches: putting ideas on paper

The sketch stage is when different directions are tried out. The designer usually works on different approaches: text-based (logotype), symbol-based and a combination of the two. Colour is often deliberately held back at this stage, because a good logo first has to stand strong in black and white.

You will not be shown every sketch. The designer selects a few directions that fit the brief best and are genuinely different from each other, and prepares them for the presentation. Offering lots of options may look generous at first, but it usually makes the decision harder.

4. Presentation and revisions

Seeing the logo in real life

Judging a logo on its own on a white background can be misleading. A good presentation shows the logo where it will really be used: a business card, the website header, a social media profile picture, a vehicle wrap, a sign, a product label. That makes it much clearer whether the logo is legible at small sizes, how it looks on a dark background and how it will appear on different materials.

When evaluating the presentation, ask yourself these questions:

1. Does this logo reflect the perception we defined in the brief?
2. Is it still recognisable at a small size, for example in a browser tab?
3. Does it keep its strength in single-colour print?
4. Does it look too much like our competitors’ logos?
5. Will it still look current in a few years, or does it rely on a trend?

If possible, review the presentation in a meeting where all decision-makers are present at once. Seeing a logo for the first time is different from seeing it in different settings over a few days, so noting your first impression and allowing a short time to think, rather than deciding on the spot, often gives a better result. It can also help to show the logo not just to management but to a few employees who deal with customers in the field. Their answer to “does this represent us?” can bring out points missed at the desk.

Giving feedback the right way

How smoothly the revision stage goes depends largely on the quality of feedback. Some practical tips:

• Collect feedback within your team and send it in one go; comments arriving piece by piece drag the process out.
• Describe the problem, not the solution. Saying “this colour feels too cold for us” instead of “make it blue” leaves the designer more options.
• Try to separate personal taste from what the brand needs.
• If a request comes in that’s completely different from the chosen direction, be aware that it may mean a new sketch process.

Settling the number and scope of revisions at the start, at the quote stage, is healthy for both sides. Small adjustments such as letter spacing, colour tone or the proportion of the symbol are a natural part of revisions. Asking for a completely new idea, however, means going back to the sketch stage. Discussing this distinction up front makes it easier to manage expectations on both sides.

5. Delivery: which files should you receive?

The files delivered after the logo is approved decide whether it can be used without problems for years. The delivery package should include at least:

• Vector source files: AI, EPS, SVG and vector PDF. They can be enlarged without limit and are needed for printing and signage.
• Pixel-based files: PNG with transparent background and JPG, in different sizes.
• Colour variations: full colour, single-colour black, single-colour white (reversed) and, if needed, greyscale versions.
• Layout variations: horizontal, vertical and symbol-only versions.
• Favicon and profile images: square files for the website tab and social media.
• Colour codes: CMYK, RGB, HEX and, if needed, Pantone equivalents.
• Typeface information: the name and licence status of the typeface used in the logo.
• Short usage guide: clear space, minimum size and examples of incorrect use.

When you receive the files, open and check each one and archive them in your company’s own storage, in a folder that is easy to find. Years later, when you need the original file for a sign or packaging job, having it stuck with the designer or on an old computer can cost a lot of time.

The logo is only the first step. If you want to build a coherent system with colour, typography, stationery and digital templates, our corporate identity guide covers it in detail.

What you need to know about registration

Registering the logo as a trademark is a legal process separate from design. In Türkiye, trademark applications are made through the Turkish Patent and Trademark Office, but which classes to apply in, the risk of conflict with similar marks and the conditions of the process require expertise. So we recommend talking to a trademark attorney or a lawyer working in this field before registering. It’s also important to check the office’s official sources for current application conditions and requirements.

A practical tip: before starting on the logo, having an expert check whether your company name and possible brand name are available reduces the risk of having to change the design later. Also make sure the contract clearly states that copyright and usage rights to the design are transferred to you.

Logo process checklist

• The brief is written and approved by the decision-makers.
• Examples you like and dislike have been shared, with reasons.
• The scope of revisions was settled at the quote stage.
• The logo was seen in real applications in the presentation.
• Feedback was gathered within the team and sent in one go.
• All vector and pixel-based files have been received.
• Colour and layout variations are complete.
• Copyright and usage rights are stated clearly in the contract.
• An expert was consulted about registration.

Conclusion

Logo design succeeds with a good brief, careful research, bold sketches, a realistic presentation and a complete delivery. Not skipping these steps gives you a logo that meets today’s needs and that you can use for years. To plan your logo and identity together, see our corporate identity design page; for a logo alone, see our Gebze logo design process; and for previous work, browse the projects section.