A good logo is a brand told in a single frame. The answer to how to design a logo isn't "draw a nice icon"; it's asking the right questions, doing research and simplifying the idea. In this guide I walk through the process that takes a logo from idea to delivery.
What makes a good logo?
- Simple — understood at a glance, memorable.
- Scalable — works at favicon size and on a billboard (that's why it's drawn as a vector).
- Distinctive — stands apart from competitors, avoids clichés.
- Appropriate — reflects the brand's personality and sector.
The 7-step logo design process
- Brief & discovery — who is the brand for, what should it make people feel, where will it be used? The right questions are half the design.
- Research — study the sector and competitors; learn what's a cliché so you can avoid it.
- Moodboard — build an inspiration board that brings together colours, shapes and feelings.
- Sketching — before moving to the computer, quickly draw dozens of ideas on paper. Quantity breeds quality.
- Vectorising — rebuild the strongest sketch with clean lines in a vector program (Illustrator, etc.).
- Colour & typography — choose the palette and typeface to fit the brand; colour carries meaning.
- Variations & delivery — deliver horizontal/vertical, single-colour, light/dark backgrounds and favicon versions.
Where to test the logo
A logo lives in real life, not just in a presentation file. Try it in these contexts: very small (favicon), in one colour (the black-and-white fax test), on dark and light backgrounds, and on a real mockup (business card, sign, profile picture). If it stays clear everywhere, the logo is solid.
Brand identity: more than a logo
The logo is the centre of a larger brand identity. Colour palette, typography, icon language and usage rules together create a consistent look. A good identity makes a brand feel the same at every touchpoint.
Frequently asked questions
Why should a logo be a vector?
A vector scales to any size with no loss of quality. A pixel-based logo (JPG/PNG) breaks up when enlarged.
Can you make a logo with AI?
AI is a good tool for inspiration and sketching, but a distinctive, scalable logo that fits a brand strategy still needs human design decisions.
How many colours should I use?
Fewer colours are usually stronger. A logo that also works in a single colour is the most flexible.
Want a logo for your brand? I design logos and brand identities — get in touch.