One of the most fun and most challenging things I do for new business owners is logo design. It’s fun because I get to design something totally new and create something that really expresses who the business is. It’s challenging because I’m designing something totally new and trying to create something that really expresses who the business is.
First, I’ll share a bit about what looks like to work with me on a logo design project. This includes a FREE guide to help you think through your logo and your audience, whether you’re working with me or anyone else. Then, at the end of the article, you’ll find the questions you should be asking when you’re hiring a designer.
free initial consultation
Your logo is the cornerstone of your business, and I want you to feel proud every time you see it. The colors within the logo are a key part of your brand. The fonts we choose will become the voice of your organization. I don’t take this lightly, so I work intently to make sure that the outcome of this process is exactly what you want to grow with.
So, I start by getting to know you, your business, your customer, and what you envision for the project. I do that through an online questionnaire followed by an in-depth consultation. The questionnaire helps you think through what you want your logo to say and who your audience is before we even dive in.
Not quite ready to start yet? This free PDF has all the questions from the questionnaire but without the commitment of hitting “Submit” at the end.
getting to work

After the consultation, I start brainstorming, usually by sketching out ideas. Sometimes I’ll share the sketches with you, sometimes I just use the sketches to start designing in the computer software. (It kind of depends on the client, how many ideas I have, and how rough the sketches are.)

Once I start working on the computer, the ideas really start coming to life. I communicate with you throughout so you can see where we’re headed. I’m not big on surprising anyone when it comes to design!
In many cases, I start with just black and white for the logo design concept. That way, I know that the logo will look good in one color (such as black or white) as well as full color. This client wasn’t particularly interested in being able to translate the logo to a one-color design, so I didn’t worry about that as I created the design options.
This is where the back-and-forth really gets rolling. You and I work together to choose a concept, then tweak and adjust until you are thrilled with the outcome.
the outcome
Once I know you are thrilled, I finalize the artwork to get it into a format that will work for you as you grow. I provide all of the file versions you need, including vector files. (Vector files can be scaled to any size without getting grainy or pixellated, unlike raster files like JPG.) I also put together a style guide that has all of your logo variations, color codes, and fonts in one place. This helps you grow your brand with consistency.

From here, you can build your brand with business cards, social media assets such as page headers and icons, and other foundational marketing pieces.
things to consider
When you are choosing a logo designer and going through the logo design process, consider the following:
- Ask if your logo will be unique and created just for you, or if it’s a pre-made logo with your business name plugged in? If your logo isn’t unique to your business, you can’t ever trademark it.
- Since all designers are different, ask them what their process looks like. How much do they communicate and how many drafts will you see? How many revisions will you get?
- Ask what file types you will receive at the end of the project. At a minimum, you should make sure you get the .jpg, .png, .eps, and .ai files. Ask the process for obtaining other file types if you need them in the future.
- Louder for the people in the back: VECTOR FILES ARE ESSENTIAL. Before you sign a contract with a logo designer, make sure you will get vector files (most commonly .eps & .ai) when the project is done. You will need vector files for any signs, apparel, or quality printed marketing materials.
- Art ownership and rights are important. A logo designer should include in their contract who owns the final product (the designer or the client), and who can use it for what. For example, in most cases my clients own the final artwork but I retain portfolio rights (meaning I can display it on my social media, website, etc.). This is important if you want to be able to use the logo however you want for as long as you want, and if you want to be able to trademark it one day.
- When you’re investing in a logo, you’re investing in your brand – now and in the future. Make sure you have color codes and font names so you can keep things consistent as you grow.
- Consider how you will be using the logo – print, web, apparel, etc. Colors should translate consistently into the various uses and color formats (such as CMYK, RGB, Pantones, and Hex codes).
- Ask your designer if they retain your original logo files. It’s good to know in case you lose your files; you want to be sure you’ll be able to get them again.
Any questions? I’m happy to help! Comment below or send me a note: kate@bluesundesigns.com.
{Many thanks to Kim Aycock for allowing me to be a part of her business through designing her logo and business cards.}
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cover image credit: pixabay.com user monicor