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Logo Design Process

Research Before Sketching

The logo design process begins with research, not drawing. Conduct a brand discovery session: What are the company's values? Who is the audience? What emotions should the brand evoke? What are competitors' logos (to differentiate)? What is the brand's personality—formal or casual, innovative or traditional, bold or refined? Create a mood board of visual references. Only then begin sketching. Paul Rand, who designed the IBM, UPS, and ABC logos, spent weeks on research before touching a pencil. The logo must embody the brand strategy, not just look attractive.

Logo Design Process

Research Before Sketching

The logo design process begins with research, not drawing. Conduct a brand discovery session: What are the company's values? Who is the audience? What emotions should the brand evoke? What are competitors' logos (to differentiate)? What is the brand's personality—formal or casual, innovative or traditional, bold or refined? Create a mood board of visual references. Only then begin sketching. Paul Rand, who designed the IBM, UPS, and ABC logos, spent weeks on research before touching a pencil. The logo must embody the brand strategy, not just look attractive.