5 Key Approaches to Logo Design

When it comes to logo design, and design in general, it's more than making something that looks good. A logo has to represent the heart of the business while catching the attention of people who matter most. Over the years, I've established five core steps I take to make sure a logo not only works, but stands out.

1. Dig Deep into the Brand's Identity

   Before I sketch out a logo idea, I spend time really understanding the brand. Who are they? What's their mission? I work with business owners to create lists of key words and phrases to describe the personality of their brand. I dive into the brand's origin story to learn more about the soul of the company because to me that's the key to unlocking the logo design, future marketing, and positioning of the company.

2. Understand Their Ideal Customer Base

   Designing a logo is about speaking to the people who will connect with it—the people who will buy the service or product the business is selling. I always ask: Who's the ideal customer? What do they care about? What will resonate with them? Reaching 8-year-olds to sell them the newest Pokemon toy takes a different approach than selling house insurance to a 40-year old engineer. (Or maybe not— that's what this step is all about.) By focusing on the audience, I ensure the logo not only looks great but meaningfully connects with the people the business is trying to reach.

   
   

3. Research and More Research

   I know this sounds boring, but it is one of the most important steps for me. I take a close look at competitors, trends, and design styles to see what is already out there. It's truly a balancing act. A company's logo needs to fit within the industry but it also needs to be fresh and distinct. When someone looks at it, it should give subtle cues about what the business does and what it might feel like to work with them. The colors, fonts, and visual elements all communicate something—consciously or not—depending on a person’s background and experiences. (See also: semiotics, linguistics, color theory.)

4. Design with Simplicity in Mind

   A great logo isn’t complicated. It’s simple, scalable, and works on everything from business cards to billboards. It needs to function in black and white as well as in color, and feel cohesive across all uses within the brand. One of the biggest pitfalls is designing something that’s gorgeous large-scale but completely unreadable when shrunk down. Those more detailed illustrations can absolutely be part of the brand’s visual system—but they don’t need to carry the entire identity. Unless you want a mascot. I’m all about that.

5. Aim for Memorability and Longevity

   Trends come and go, but a strong logo stands the test of time. I aim to design something easy to remember—something that still feels right ten years down the line. It doesn’t need to be flashy to stick with someone. It just needs to be thoughtful, authentic, and built with longevity in mind.

   
   
   
   

This process isn’t about checking boxes—it’s about creating something that connects, lasts, and truly represents the brand. That’s the beauty of logo design: taking something seemingly simple and uncovering all the layers within. Whether it’s for a start-up or an established company, these approaches ensure the logo becomes a strategic piece of the brand’s identity.