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A Designer’s Guide to Logo Design From Concept to Execution


I’ve been a designer for nine years, and during that time, I’ve learned what works well during the logo process and what doesn’t.

Step One: The Initial Interview

The first step is to talk to the client. Ideally, this would take place in person, but a video call can work just as well. I like to get to know the person and brand I will be designing for to gauge what aesthetics they feel drawn to, which elements to avoid, and who their audience is. During these conversations, the ideas just pop, and I know which direction to take.

Step Two: Understanding the Industry for Colors and Fonts

Doing your research and learning more about the client’s industry is an essential part of the process. I like to see what similar brands are out there, as this can tell you a lot about the audience they are attracting, which leads to ideas about colors.

For example, if a business is trying to attract a more male audience, colors such as navy blue, forest green, or darker charcoal would be the go-to. A more female audience such as a hair salon would make use of lighter shades, pastels, and more inviting colors.

Colors affect us in a way that is very often subconscious. We feel drawn to specific colors because they provoke positive emotions in us; we associate beautiful things with them. People like yellow because they think of the sun, which is an appropriate color palette for a tanning studio and therefore, could be used with a pop of a darker color, such as a blue.

Another piece that is of utmost importance is the font we choose. If you are an office full of attorneys, we would go with a classic serif font that has held its elegance over time, and the audience associates people with knowledge and experience with this. If we’re looking to design for an organic skincare brand, we would look into maybe a handwritten and organic font that brings nature to mind, paired with a modern and beautiful sans serif font.

Step Three: Presenting to The Client

In most cases, we like to present two to three different options for the client to choose from. Explaining the reasons for selecting particular fonts, colors, and icons is a crucial and significant step since most clients do not come from a design background.

An interesting question I have only had once in my nine years as a designer was, “How do I choose a new logo for my business?” My answer to this was and will always be, “Sleep on it.”

We are all visual people and will feel drawn to one of the options. Usually, it is the font or the color palette we immediately feel attracted to. From the first impression, we have to digest and possibly show it to a few different people to get some feedback. It usually takes a couple of days for the client to let us know they have picked one but would like to see a different shade of a particular color or a slight change to the font we chose.

From there, we enter round two of the logo design process, and after this round, we usually have a final, beautiful new logo that represents our client in the best light possible. We finish this part of the process with a brand style guide and send the new logo in all necessary file formats before we move on to designing new marketing collateral and/or a new website.

There is nothing in design I love more than helping a client with their initial logo design, seeing their brand become a huge success for them, and knowing I have been a part of someone else’s success story.

If you are interested in a new logo for your business, contact GreenMellen today.

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