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  • Alex Estrada

The Artistic Process of Creating a Logo: A Guide for Graphic Designers

A logo is a visual representation of a brand that helps customers identify and differentiate it from other brands. It can be a combination of images, symbols, and text that represents a company's values, products, and services, and a well-designed logo can help a business establish a strong brand identity and create a lasting impression on its customers. The artistic process of creating a logo involves research and discovery, conceptualization, and execution.

Research and Discovery

The first step in creating a logo is to understand the client's brand and business. This involves learning about their products and services, their mission and values, and their target audience. This helps you understand the overall tone and feel the client wants to convey with their logo. The type of imagery or iconography that will resonate with the client's target audience or even any cultural or historical significance that may influence the design.

As a designer, you also analyze the competition to understand how they position themselves in the market and what makes them unique. By analyzing the logos of your competitors, you can get a sense of the trends in the market and how other brands are positioning themselves. Additionally, you can identify gaps in the market that you can exploit by creating a logo that positions your brand differently.

Sketching and brainstorming ideas is an essential part of the research and discovery process. It helps you as the designer generate a range of ideas and concepts that can be refined in the later stages. This process can also help you prioritize their ideas and determine which ones are the most feasible and effective. Most importantly This process can be an enjoyable and creative part of the design process, allowing for experimentation and exploration.


After completing the research and discovery phase, you can begin to refine the initial ideas and develop a final concept. Mood boards and style guides can help you create a visual language that reflects the brand's personality and values. They provide a visual reference for you and the client to ensure that everyone is on the same page. Mood boards and style guides can be updated and adapted over time as the brand evolves, providing a flexible foundation for future design work.

Choosing the appropriate typeface and the color palette is crucial in creating a logo that is memorable and effective in communicating the brand's message. The typeface should be legible and easy to read, even in smaller sizes. Consider the personality of the brand when selecting a typeface. For example, a more playful brand may benefit from a whimsical or hand-drawn typeface, while a more serious brand may benefit from a clean and modern typeface.

The color palette should be consistent with the brand's personality and message. Consider the emotions that different colors evoke when selecting the color palette. For example, blue is often associated with trust and dependability, while yellow is associated with optimism and happiness. Remember to Limit the color palette to a few colors to maintain simplicity and cohesiveness. When designing, take into consideration how it will appear when resized to smaller or larger dimensions.


Choosing the appropriate file formats is essential to ensure that the logo is used in different contexts and media. Knowing which file formats to use can help ensure that the logo looks crisp and clear no matter where it's displayed.

Once the final concept is approved, the designer presents the logo to the client for feedback and makes any necessary revisions based on the client's feedback. If the client is satisfied with the final revisions, you can deliver the final logo files in the necessary formats for various applications. These may include high-resolution files for print, web-optimized files for online use, and vector files for scalability. It's important to note that even after the final logo is delivered, you should provide ongoing support and answer any questions the client may have.

Take your logo design skills to the next level with Estrada Marketing. Contact us to learn more about how we can help you create a logo that resonates with your target audience and establishes a strong brand identity.

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