Step by step on how we design a logo

Designing a logo can feel like a big first step for a business, and understandably so. Your logo is one of the very first design pieces you invest in, and it’s important to have a logo that resonates positively with your existing and future customers both online and in-person. We want to be sure to show how we take these steps with your business.

Here are the design steps we take at Sunneo.

Step one discovery and brief

The first step is getting to know your business and where you are in the market. Who are you serving? What are you offering to your customers? Why are you different from your competitors? To help guide the conversation, please bring samples of logos and brands you admire as well as logos and brands you dislike.

The more we know about your business and your preference, the better the first concepts will be.

Step two: inspiration and mood boards

We develop inspiration mood boards based on the briefing consolidation and the mood we want to take along your brand. This is the opportunity for you to add your preference and direct us on the next course of action before we get on paper.

It’s important to do this before there are dozens of drafts that have to be undone and re-directed.

Step three: early concepts

Often we develop two or three concepts in different styles and directions to present first, as opposed to a dozen similar variations.

This keeps the choice manageable and each option meaningfully different.

Don’t be afraid of telling us if none of the first ideas feel right. It is better to say so now and not settle than to settle for something you aren’t happy with.

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Once you select an idea, we move to an interaction involving feedback and refinement. We fine-tune colors, spacing, fonts and details, and continue the process until the logo is exactly right. We intentionally include multiple rounds of feedback in our process, so there is plenty of opportunity to deliver the results you desire.

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We deliver the final logo files in several formats and dimensions. Files are delivered in digital formats including PNG, SVG and PDF. This ensures you have the correct format for the purpose, whether it is for web, digital or printed formats.

Step 1: Discovery and brief

Step 2: Inspiration and mood board

Step 3: Initial concepts

Step 4: Feedback and refinement

Step 5: Final delivery in PNG, SVG and PDF formats

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Here is a breakdown of what you can expect to spend your time on so you know what to expect. The main thing is of course providing feedback in a timely manner. Estimate time for the entire process–the first brief to final files–is between 2-4 weeks depending on how many rounds of revision are needed.

So what do we need from you? Timely Feedback!

Why a clear brief really matters

While it may seem obvious, a brief that describes the business, customers and the emotional response that the logo should evoke (for instance ‘friendly’ or ‘serious’) should not be underestimated. In our experience, concepts that come much more closely match the direction envisioned by the client is demonstrated in the first rounds of submissions.

We encourage all clients to take some time prior to our first call to draft a brief. Even if there are only very few high-level text notes, they can still be very helpful.

What we ask clients to provide

The brief is just one of the things that we ask our clients to prepare. It is also helpful if clients share any logos and/or business documents that they have and any examples of logos from competitors in their industry. In addition, if clients have any brand colors that they for sure want to include, or even colors that they want to avoid, we like to know that.

Do not worry about sharing too much. The more insight we have, the better the final product is.

To get a quote or for more info, contact us!