First, I try to understand where our goals are for creating a new logo mark (symbol) or updating an old one. I then begin research into your market/niche and start thinking about the best ways we can separate you from the competition. 

Next, I begin the design process. I will create a batch of ideas, based on my research and your feedback, that I will present to you in what I call a "logobook". We will talk frankly about these options: what's working and what's not. Sometimes we will find the perfect logo mark in this round. If not, I will iterate a new batch of designs based on the feedback. This process continues until we find one mark that we all absolutely love and checks all our boxes for the goals we have. 

I do like to start the process in pure black and white to make sure the designs are working at the most basic level but mockups can be a great way to help see if something is really working or not. 

Moving forward with our chosen logo mark, I will begin exploring which font I will associate with the brand. 

This font will give us additional branding layouts to be used in tandem with the logomark on its own. 

If applicable, this is also when we will also create a custom text only logo 

known as a “logotype” to accompany the logo mark. 

Lastly, we will develop the official color palette for the brand. You will be able to see all text and logos in various color options until we find the perfect setup.

Finally, I will create a branding guideline PDF for you. This PDF will illustrate how to use the branding system in the best way possible. 

This is a document you can forward to anyone using any of your branding assets so they will know how to keep 

your brand consistent wherever it is being presented.