What is the Logo Development Process?
We've documented our branding process and how long that takes, but how does logo development work?
First, we embark on a collaborative journey, following a similar process, getting the brief, checking the brand strategy, and asking you more questions to deeply understand your business.
Then we'd work through moodboards and start creating the logo.
Developing a logo is split into 4 phases.
- Sketching, then digitise the best 1-2 concepts. Too many options often hold up the process of development. Sketching keeps the thinking loose and fast. We digitise only the strongest one or two concepts rather than presenting ten options that overwhelm the decision. More choices rarely means better outcomes.
- Refining concepts - a round of revisions based on feedback from the sketching/digitising phase - we offer two rounds to ensure the logo works. This is where the concept gets pressure-tested. We apply your feedback from phase one and refine the direction. Two rounds is deliberate – enough to get it right without creating revision loops that cost time and money.
- Presentation of the concepts applying the visual identity and logo to final deliverables. This focuses on colour palettes, typefaces, photography, and video guidelines. This ensures there are no surprises. Seeing a logo in isolation tells you very little. This phase shows it in context – on real deliverables, with the full colour palette, typography and photography direction alongside it. Surprises at this stage are the ones that derail projects. We eliminate them here.
- Final development of brand assets and usable brand guidelines. The final logo files are prepared across every format you'll need – print, digital, social, embroidery, signage. Brand guidelines are produced so anyone working on your brand in future knows exactly how to use it correctly.
Rest assured, this process is designed for efficiency, with 4 rounds of development.
How to give constructive logo design development feedback
First, we all want your project to succeed.
We want portfolio projects we can stick on our mum's fridge.
Designers want to see you thrive. More efficient feedback means less money spent on multiple rounds of amends.
Here's our tips for great feedback
- Compile all your feedback into one email to make the most of a round of changes.
- Make feedback clear and precise. Leave nothing to interpretation – "Can you widen the logo by 2cm?" "Can you change the colour from black to red?". Please don't ask them to make it pop!
- Don't give them a shit sandwich. "We like the design, but...". Be honest and open with your feedback, and try to explain why the designs aren't quite working for you. The designers may have a rationale for why they designed it this way.
- Don't tell designers how to design; you're an expert in your field, so they must understand your work. But you're not an expert in design. Tell them what you want and explain why the design is falling flat in your eyes.
- At Snapper Studio, we centralise the feedback to a Project Management tool. So that all feedback is trackable and we can be sure it's been investigated or amended to fit the project.
- Use the design brief or brand's strategy to constructively look at the logo and designs together. Ensuring that the end results fit the target market and fulfil the brief.
- Making the feedback prompt and of high quality builds trust and helps everyone stay on deadlines. Ultimately, we ensure that the final outcome is delivered on time.
- Make the feedback team compact and keep key stakeholders limited. This helps plan the next steps and lets the designer show you how designs can be updated rather than returning to the beginning.
Frequently Asked Questions
What is the logo development process?
The logo development process typically involves 4 rounds: moodboards, initial concept sketches based on the brand strategy, refined development of the chosen direction with variations, and final polishing with brand guidelines production.
How many rounds of logo development are included?
Four rounds in total – moodboards, initial concept development, refinement, and final brand asset production. Two of those rounds are dedicated revision stages where your feedback shapes the direction. Keeping rounds focused and feedback consolidated means the process stays on time and on budget.
How long does logo design take?
Logo design typically takes 4 to 6 weeks as part of the visual identity phase. This includes moodboards, concept development, two rounds of refinement based on feedback, and finalisation into brand guidelines.
How should I give feedback on logo designs?
Use the design brief or brand strategy to guide your feedback constructively. Keep the feedback team compact, focus on whether the design meets the brief and resonates with the target market, and provide prompt, clear direction to keep the project on track. This is essential for quick delivery!
