Disclaimer: There is no correct way to do a logo design project. There are multiple ways you can get it right. Multiple budgets you can work with. Multiple types of logo designs can preform extremely well in today’s world.
Multiple ways to get it right!
Overview
Logo Design process is an iterative journey of trial and error. The goal is to find a unique and memorable mark for your brand that resonates with the target audience.
Ambiguity
This page is dedicated to understanding process of coming up with a good logo design. But in case you are interested in my Logo Design Process when I work with clients see this page - Logo Design Service
Step 1: Identify your audience
Once you understand your target audience, you understand their pain points. And if you bring that in your logo you already have a logo that will touch the hearts of it’s audience or potential audience.
To do this properly, one should not just limit themselves with pain points, but also explore other potential aspects of the audience. Likes, Dislikes, Philosophies etc.
Step 2: Brand Noun
Next step is to come up with brand nouns. These nouns are derived based on the personality of your target audience. Think of the things, places, events, that will resonate with the audience that you have identified.
We call them brand nouns because nouns are easiest to illustrate but it can be adjectives or verbs as well.
Step 3: Explore Ideas
This is the time exploration begins. You start ideating on paper, on software (preferably Adobe Illustrator). You map out all the nouns you have and explore in multiple directions.
You do this step on loop until all the stake holders are satisfied.
Following is an example of real world logo exploration. If you see this scene from this documentary, Abstract: The Art of Design (Season 2 Episode 5). You will notice they have an entire wall like this. There are at least 2,000 iterations of just this one design.
But we are talking about a design process where we are doing everything from the scratch. So each brand noun that we come up with, requires it’s own number of iterations.
Step 4: Finalization
You finalize the iteration that suits your brand and create 1 svg files with. Make sure to outline all the strokes and text. This ensures your logo will look same on different sizes.
Also depending upon the client’s requirement and contract, you might have to create different mock ups of logo usage. Visiting Cards, App Icons, Thumbnails, Billboard, Letterheads etc.
Similar to the image above, You can also present meaning of the logo to the client.