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How to Make Logo Design

• Example of how to write brief with essential free and paid tools and basic questions

Background and Overview

When embarking on the journey of creating a logo for a company, it is crucial to take into account a range of factors that contribute to achieving an effective and memorable result. In this article, we will delve into the essential aspects to consider during the logo design process. Additionally, we will explore the different types of logos that exist. Moreover, we will highlight the significance of a well-written project brief in guiding the logo design process.

Overview of Logos:

Symbol-based Logos:

  1. Symbolic logos that incorporate abstract symbols or graphical elements associated with the company or its values.
  2. Identification symbols representing specific products, services, or industries related to the company.

Wordmark Logos:

  1. Text-based logos based on a unique font or typographic style to highlight the company's name.
  2. Combination logos that integrate symbols and text to create a distinctive and memorable visual representation.


  1. Emblem logos where symbols and text are combined into a unified composition or presented in the form of a crest or shield.
  2. Often used by institutional organizations, clubs, or establishments.

Lettermark Logos:

  1. Logos based on initials or individual letters of the company's name.
  2. Frequently employed by companies with long or complex names to create a more compact and memorable image.

When working on a logo design project, it's essential for designers to have key information about the company. This includes understanding the company's values, mission, target audience, unique characteristics, brand identity, history, objectives, as well as its competitors and distinctions. This knowledge provides valuable insights for creating a logo that effectively represents the company's essence and stands out in the market.

When creating a logo, it is crucial to consider the different types of logos and select the one that best reflects the company's values and characteristics. Understanding the information about the company, its goals, and target audience enables the designer to create an effective and memorable logo.

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Goals and Objectives

When creating a logo, it is essential to have clear goals and objectives in order to achieve a successful and effective result. In this section, we will explore the common goals and objectives that arise in logo design and provide two examples for illustrative purposes.

Recognition and Identification:

  1. Goal: Create a logo that is easily recognizable and allows the company to stand out among competitors.
  2. Objectives: Develop unique graphic elements or symbols, use a distinctive font or typography to create a memorable identification mark.

Conveying Values and Brand Messaging:

  1. Goal: Communicate key values and core messages of the company through the logo.
  2. Objectives: Utilize a color palette, typography, and graphic elements that align with the brand and reflect its character and values. Create a logo that communicates specific aspects of the company, such as innovation, reliability, or quality.


Goal: Recognition and Identification

Objectives: Create a logo for a restaurant with a unique graphic element, such as a stylized illustration of a chef, and utilize a distinctive font to ensure the logo is easily recognizable and associated with the restaurant.

Goal: Conveying Values and Brand Messaging

Objectives: Develop a logo for an environmental organization using a green color palette and graphic elements associated with nature. The logo should convey values of environmental conservation and sustainable development.

Goals and objectives in logo design encompass recognition and identification, as well as conveying values and brand messaging. Understanding these goals and objectives helps the designer create a logo that aligns with the company's needs and effectively communicates with its audience.

By defining goals and objectives, designers can align their creative decisions with the client's expectations and the desired outcome. These considerations ensure that the logo effectively communicates the company's values, resonates with the target audience, and represents the brand identity accurately. Furthermore, goals and objectives help designers make informed design choices regarding simplicity, versatility, color psychology, typography, and scalability. Ultimately, having well-defined goals and objectives in logo design sets the foundation for a purposeful and visually compelling logo that embodies the essence of the company.

Target Audience and Market Analysis

Understanding the target audience and conducting a thorough market analysis are essential components of a comprehensive logo design project brief. These elements provide crucial insights into the intended consumers and the competitive landscape, enabling designers to create a logo that effectively resonates with the target audience and stands out in the market.

Identifying the Target Audience

Demographic Research:

Gathering demographic data such as age, gender, location, income level, education, and occupation helps define the target audience's characteristics and preferences.

Psychographic Analysis:

Examining the target audience's psychographic attributes, including interests, attitudes, values, and lifestyle choices, provides a deeper understanding of their motivations and behaviors.

Customer Surveys and Interviews:

Conducting surveys and interviews with existing and potential customers helps gather direct feedback and insights regarding their preferences, expectations, and perception of the brand.

Social Media Analytics:

Analyzing social media platforms and utilizing tools like audience insights or social listening helps identify trends, preferences, and discussions among the target audience.

Market Analysis:

Competitor Analysis:

Researching and analyzing competitor logos and branding strategies helps identify opportunities for differentiation and positioning in the market.

Industry Trends and Best Practices:

Staying updated with current design trends and industry best practices ensures that the logo design aligns with the expectations and standards of the target market.

Cultural and Societal Factors:

Considering cultural and societal aspects relevant to the target audience helps create a logo that respects and resonates with their values, traditions, and norms.

Consumer Behavior Research:

Studying consumer behavior patterns, purchase habits, and decision-making processes aids in tailoring the logo design to effectively appeal to the target audience.

Incorporating the findings from the target audience and market analysis into the logo design project brief ensures that designers have a clear understanding of the intended consumers and the competitive landscape. This knowledge enables them to create a logo that not only visually appeals to the target audience but also effectively communicates the brand's message, values, and unique selling points.

Brand Identity Guidelines

Brand identity guidelines play a crucial role in providing designers with essential information and direction for creating a logo that aligns with the client's brand. Including brand identity guidelines in the project brief ensures that the logo design accurately reflects the brand's values, personality, and visual style. Here are key elements to include when addressing brand identity guidelines in a logo design project brief:

Brand Voice and Tone:

Describe the desired tone of communication and the brand's personality. Is it formal, friendly, professional, or playful? Understanding the brand's voice helps designers capture the appropriate tone in the logo design.

Visual Style and Aesthetics:

Outline the preferred visual style, such as modern, minimalist, vintage, or bold. Specify any particular design elements, patterns, or motifs that should be incorporated into the logo. This information helps guide the design process and ensures consistency with the brand's visual identity.

Color Palette:

Provide the brand's color palette, including primary and secondary colors, as well as any specific color combinations or restrictions. Colors evoke emotions and carry symbolic meanings, so aligning the logo's color scheme with the brand's overall palette helps maintain brand consistency.

Typography and Fonts:

Specify the preferred typography and font styles to be used in the logo. Whether it's a custom font, serif, sans-serif, or script, defining the font characteristics helps designers select appropriate typography that complements the brand's identity.

Logo Usage Guidelines:

Indicate how the logo will be used in various contexts, such as print, digital platforms, merchandise, or signage. Specify any size restrictions, clear space requirements, or variations of the logo (e.g., horizontal and vertical versions). This information ensures the logo's adaptability and maintains its integrity across different applications.

Examples and References:

Include visual examples or references that reflect the desired brand identity. This helps designers better understand the client's aesthetic preferences and serves as a point of inspiration during the logo design process.

By incorporating brand identity guidelines in the project brief, designers have a clear understanding of the brand's voice, visual style, color palette, typography, and logo usage specifications. This information empowers designers to create a logo that not only visually represents the brand but also resonates with its target audience and reinforces its unique identity.

Best websites with logo design references


When planning a logo design project, establishing a clear budget is crucial for ensuring a smooth and successful process. The budget allocated for logo design can vary depending on the complexity of the project, the desired level of customization, and the resources available. Here are three common types of budgets that exist for logo design:

Fixed Budget:

A fixed budget is a predetermined amount of money allocated specifically for the logo design project. This type of budget is set in advance and remains constant throughout the project. Designers and clients work within the confines of the fixed budget to create a logo that meets the specified requirements and objectives.

Hourly Rate Budget:

With an hourly rate budget, the logo design project is billed based on the number of hours worked by the designer. The client and designer agree upon an hourly rate, and the final cost is calculated by multiplying the rate by the total number of hours spent on the project. This budgeting method allows for flexibility, as the cost is directly proportional to the time invested in the design process.

Value-Based Budget:

A value-based budget focuses on the perceived value and impact of the logo design rather than setting a specific monetary amount. The budget is determined based on the client's assessment of the potential return on investment and the strategic importance of the logo. This approach allows for a more holistic consideration of the value the logo will bring to the business.

It's important to note that the budget should align with the client's expectations and the level of expertise required from the designer. Higher budgets may allow for more extensive research, multiple design iterations, and the involvement of specialized professionals. Conversely, smaller budgets may require more streamlined processes and a simplified design approach.

When hiring a freelance logo designer, consider factors like skills and hourly rates for estimating market costs. Compare designers' pricing based on experience, expertise, and project complexity to make an informed decision within your budget.


In the logo design process, it is essential to establish clear design specifications and constraints to achieve a successful outcome. These specifications define the technical aspects of the logo, such as size, color mode, file formats, and resolution, while constraints consider factors like brand guidelines, legal considerations, scalability, versatility, and production limitations. By outlining these details in the project brief, designers can create a logo that meets the client's requirements, aligns with the brand's identity, and can be effectively utilized across various platforms and mediums. Taking into account design specifications and constraints ensures a smooth design process and delivers a logo that is both visually appealing and practical in its application.

how to make logo design

For detailed information on specific types of work like graphic design, video, audio, programming, copywriting, and marketing, visit this link: Project briefs categories. It provides briefs on a variety of topics related to these fields, including approaches, tools, techniques, and valuable insights. Whether you're a seasoned professional or just starting out, these briefs are a valuable resource to improve your skills and stay up-to-date on trends and best practices.

Marc Hemeon

Graphic designer

Artist. Father. Find me @hemeon

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