Blog Post How is a logo made?

How is a logo made?



How is a logo made?

A brief explanation on the process creating a custom logo.

How is a logo made?

This is a simple yet complex question and can definitely be answered in many different ways. Just as how is a pizza made? How much does it cost? How long will it take to make? Very common questions our artists and designers at receive by clients who want a new logo. A simple yet complex question, however very worthy of a simple explanation.

At we are still working on a logo generator.

You know just press “GO” and a custom logo pops up instantly. A logo generator does not exist so we have to use what has worked for thousands of years; and that is good old-fashioned well-trained artistic talent. currently offers two ways to get a logo: custom or premade. We are going to discuss custom logos in this article.

Who are you?

The artist will require a description of the businesses name what they do.  What their target market is like. We ask questions are the targeted clientele young, old, rich, middle class, extreme or conservative.  We get a lot of influence on logo style and design by the personality of the product business or service and its target clientele. We don’t want a fine dining establishment to have the same look and feel as a company that sells hard-core death metal albums. They are not the same and they should not be treated the same when it comes to look and identity of their logo. A fine dining establishment has a certain client who requires elegance and class as a first reading when they see a fine dining logo. Why? They expect more class than a diner or a pizza joint. Now a metal band is supposed to be tough and black and kind of scary; because in their target market tough and scary is cool.

Judging a book by its cover.

Judging a book by its cover is what we do as artists, we profile, and we stereotype. In any other profession this would be wrong or even illegal. But this is exactly what we do, to get the right and fitting look and logo for companies and businesses, which desire a new logo.

Figuring out a color scheme.

As a designer one of my first steps after general brainstorming is figuring out a color scheme.  A great color palette is a strong start to any successful logo. There are so many inspirational places to get the idea for a color pallet. For example you can look through home and architectural magazines, they always have unique and interesting color combinations. Home magazines often have nice mellow palettes, earthy pallets and nice neutral palettes.  Another great source of prismatic inspiration for me is cosmetology magazines and ads. After all cosmetology professionals are artist too, and they use a great arrangement of colors from soft to striking color collections. Beauty magazines for me have always been a great way to get the creative concepts flowing. Another place to get fantastic ideas on color is the web of course; Google Images and Pinterest. Those two sites I think were sent to us by God for artist to use in order to make more art; very valuable tools for artists to gather ideas and direction.

Illustrated ideas ensue.

After the palette is selected, the spewing of illustrated ideas ensues. Yes this is when I draw and draw and put shapes together trying to figure out a harmonious design that will work very well for my clients new logo design.  For me I can sometimes figure out what I am going to do with in a half of an hour; other times I fish and get no bites. Some times you have to just walk away and come back later to unlock that magical combination of marks and scribbles. This phase is very loose and very expressive; I try not to make a finished drawing, as the client may not select it. I draw, illustrate and design until I have at least a few deliverable concepts in which I can show my client. I assign each concept a letter or number so there is no confusion on the client’s selection. These ideas or concepts are then emailed to the client for review and feedback.

Design is taken further.

The client usually picks the one I liked the best and that design is taken further. So if the client selects option C, I will then take option C and design it to be more clean and rendered.  I will do this by using design programs and I will vectorize the design in most cases and in other cases I will use Photoshop, or even sometimes both.  A well-vectorized logo is very important for any business to have; it is the format all of their vendors who would be printing the logo on products will need. So this means the silkscreen guy, the sign guys, the floor mat guy, the embroidery and so on and so forth. They all need proper art files in the proper vectorized file format for a clean recreation of your logo.

Details are tended to.

After the computer illustration portion of the job is finished then color and last details are tended to. The recent version is then sent to the client. The client may have a minor change or two; if so the changes are addressed and the file is emailed again for client approval.  At this point the client does the final approval and the logo is officially signed of as complete.

Time is money,we waste neither.

The artist at this point is paid for his time. Artists most commonly charge by bidding a job. At we charge by the hour. An estimation of hours is given to the client in advance and a 50% deposit is required to start the job. At the time of final logo approval the artist is then paid in full, after the payment is made the art files are released to the client. Charging hourly also does not allow for the client to disrespect the artist’s time by being indecisive or overly needy on versions changes and revisions.  So after the art is paid for the art is then saved into file formats and sent to the client to use as he or she wishes for future marketing.  The most popular file formats the client will receive are EPS, JPG, and PNG. Clients of receive all three of the mentioned file formats.

Implementations of a custom logo.

The client is now equipped to do a marketing blitz and mass branding, helping to promote his business and creating a lasting impression with his customers. At we are proud to see what businesses have done with the implementations of their custom logo. They say that they have had great responses and results and are very happy they chose to have a custom logo designed by the talented artists at  

Aticle by: Michael Morgan

Artist/Designer at

See logo work by this artist

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