A handcrafted, research-driven approach to meaningful branding
I follow a detailed and thoughtful process when creating a logo—because a logo isn’t just a mark, it’s the face of a brand. My goal is always to design something meaningful, versatile, and completely unique to the client.
1. Research & Brand Discovery
Every project begins with deep research. I study the brand, its mission, and the market it operates in. Sometimes this means reading through industry magazines, business case studies, or competitor analysis—whatever it takes to truly understand what (and who) I’m designing for. This is the most important step in the entire process. Without it, a logo is just decoration—it has to speak to the brand’s purpose.
Every project begins with deep research. I study the brand, its mission, and the market it operates in. Sometimes this means reading through industry magazines, business case studies, or competitor analysis—whatever it takes to truly understand what (and who) I’m designing for. This is the most important step in the entire process. Without it, a logo is just decoration—it has to speak to the brand’s purpose.
2. Mind Mapping
Once I have a strong grasp of the brand, I begin mind mapping. I jot down everything that comes to mind—from big ideas to tiny details. This gives me a wide view of the brand's world and starts to form the building blocks of concept development. It’s a great way to uncover symbols, themes, or unexpected connections that could become part of the design.
Once I have a strong grasp of the brand, I begin mind mapping. I jot down everything that comes to mind—from big ideas to tiny details. This gives me a wide view of the brand's world and starts to form the building blocks of concept development. It’s a great way to uncover symbols, themes, or unexpected connections that could become part of the design.
3. Moodboarding
Next, I create a moodboard—a curated collection of photos, graphics, textures, and color inspiration that align with the brand's tone and direction. I use this board while sketching to keep the creative vision focused and inspired. It helps me define color palettes, visual language, and overall style.
Next, I create a moodboard—a curated collection of photos, graphics, textures, and color inspiration that align with the brand's tone and direction. I use this board while sketching to keep the creative vision focused and inspired. It helps me define color palettes, visual language, and overall style.
4. Rough Sketching
This is where the ideas start to come alive. I create dozens of rough sketches, experimenting with different combinations of the brand name, industry elements, and visual metaphors. In my opinion, the best logos strike a balance between what the brand does and who the brand is. This sketching phase takes time, but it’s where the uniqueness happens.
This is where the ideas start to come alive. I create dozens of rough sketches, experimenting with different combinations of the brand name, industry elements, and visual metaphors. In my opinion, the best logos strike a balance between what the brand does and who the brand is. This sketching phase takes time, but it’s where the uniqueness happens.
5. Refinement & Typography
After exploring many directions, I usually lean toward one strong idea. From there, I move into refinement—redrawing, simplifying, and polishing the concept. I also begin experimenting with type. I select fonts carefully based on the brand’s tone—whether it needs to feel elegant, bold, minimal, or expressive.
After exploring many directions, I usually lean toward one strong idea. From there, I move into refinement—redrawing, simplifying, and polishing the concept. I also begin experimenting with type. I select fonts carefully based on the brand’s tone—whether it needs to feel elegant, bold, minimal, or expressive.
6. Final Logo & Delivery
Once the final logo is ready, I prepare a full brand-ready package. This includes:
– The full logo
– A vertical version
– The icon alone
– The text alone
Each version is provided in color and black & white, and in all the necessary formats (AI, SVG, PDF, PNG, etc.). I also deliver a brand sheet with the color codes, font choices, and logo guidelines for consistency.
Once the final logo is ready, I prepare a full brand-ready package. This includes:
– The full logo
– A vertical version
– The icon alone
– The text alone
Each version is provided in color and black & white, and in all the necessary formats (AI, SVG, PDF, PNG, etc.). I also deliver a brand sheet with the color codes, font choices, and logo guidelines for consistency.
And just to be clear—I never use AI tools to generate logos. Every part of my process is handcrafted, built from research, inspiration, and hard work.
