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Logo Design 101: Your Creative Visual Identity

Gagan Saggu
Written By
Gagan Saggu
Published On
Jul 19, 2023
Man sketching logos in a notebook

Logo design is a sacred aspect of branding and web design that has remained consistent throughout the modern century. Throughout numerous eras of technological advancements, logo designers have only gotten better as they’ve improved their skills. 

In this blog, we will go over the different steps of logo design to teach you how to make a logo that is strong, effective, and, most of all, timeless. 

Blurred man and woman organizing imagery

Step One: Do a Background Check

It is always essential to start your logo design process with research in the respective area you are designing for. Whatever the business may be, it is important to know what is going on in the scene and which design trends are working—and which aren’t! 

Studying popular design trends can help you narrow down your target audience and potential colour schemes for your logo. 

Pro tip: save a folder of logos that inspire you. This will help define the direction you want to go in for your logo. However, don’t let them define you! What you find while researching should only be one of many tools in your design kit. 

Pencil on a notebook with design sketches

Step Two: Let Loose

The core step to any design process, especially logo design, is to let your thoughts fly! No matter who you’re designing this logo for, you have to get in a creative flow.

You have to accept that your first iteration is not going to be your winner most of the time. So let those design muscles get loose! Even if it may seem like a waste of time, the rough designs you come up with can help you later when you are refining your logo.  

Design book, phone, sketchbook and pencils on a desk

Step Three: Refine Your Mess

Now, it’s time to start moving forward with your most promising sketch. 

From the mess you have made—whether it be on paper, tablet or laptop—begin to look for fluid or typographic elements that relate to your target subject. Consider how these design elements can work together to convey the brand

You also want to make sure that your logo doesn’t rely on secondary elements as well. These may include a tagline or complex fluid elements. 

Remember: simpler and effective is better than complicated. These types of logos stick out from the crowd and are often immediately recognizable. Some examples of this are Amazon and FedEx, which look simple at first glance but reveal more nuanced layers specific to their brands upon closer inspection. 

Step Four: Create Your Masterpiece

Now this is the hard part. This step is where you synthesize all the work you’ve been doing into one logo design—don’t get too excited, though! 

At this point in the process, you want to take the numerous design iterations you have been working on and consolidate them into four or five similar variations. Use a program like Adobe Illustrator to develop a clean vector design of your logo. This is crucial since vector files maintain their crisp quality when scaled up or down in resolution.

At this point, you might find some difficulty aligning your rough design into a vectorized format. What tends to happen is the logo you illustrated may not translate well into a vector format that can sit well on its own or with a wordmark. 

This is where you have to meticulously play with the vector points to smooth out any irregularities, adding or taking away elements as needed. Always remember that the most memorable logos are the ones that are simply clever!

Illustrator Tips and Tricks

If this is your first time in Adobe Illustrator, it may seem pretty daunting. For logo design, you want to get comfortable with the pen tool. This will be your main tool for logo design, as it is the main method for creating vector points. 

Play around with creating simple shapes and then altering them with the white arrow key. When dealing with complex shapes or typography, use outline mode to easily find intersecting points. This may seem odd to look at first, but it will help you line up different elements within your design to make everything pixel-perfect. 

Something handy to help you get awkward ankles or smooth edges is the pathfinder tool. By creating circles or complex geometric shapes, you can use them as subtractive or additive elements to your existing design. Using this along with the pen tool will save you a lot of time and ultimately make your logo design that much better! 


Logos might seem easy at first, but you’ll quickly realize how complex creating them can be when you get started on making one yourself. As with all things, becoming an expert logo creator takes a lot of time, practice, and patience! 

Take the time to familiarize yourself with design tools to ease your process. It’s important to develop a strong foundation of skills—you don’t want to build a house on shaky bricks. Eventually, with enough hard work, you’ll have a creative visual identity! 

Let The Influence Agency Help You!

Maybe after reading all this, you’ve decided you’d rather let someone else do logo design for your brand or business. Or, perhaps in exploring graphic design, you’ve realized that your company needs a creative facelift. 

That’s where we come in! 

The Influence Agency is a one-stop shop for all things digital marketing, including graphic design and branding. Our team of experts can work with you to elevate your brand by transforming its visual identity to help you do better business. 

Contact us today to get started! 

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