Behind the Scenes of a Logo Design: From Sketch to Final

How a Logo Goes from Idea to Icon

Have you ever wondered what goes into creating a logo? It's more than just choosing a nice font or drawing a cute symbol.

At Minnie Designs, every logo is the result of a thoughtful process, one that combines strategy, creativity, and collaboration. Whether you're a business owner curious about how design works, or a fellow freelancer wanting a peek into someone else’s workflow, here’s a step-by-step look at how I bring a logo to life, from napkin sketches to final files.

 

Step 1: Discovery & Strategy

Before I open Illustrator or grab my sketchpad, I dive into understanding the brand.

What I ask clients:

• What does your business do?
• Who are your ideal customers?
• What do you want your brand to feel like?

This discovery phase gives the logo purpose. For example, a wellness coach targeting women in their 30s might need something soft, calming, and clean, versus a gaming brand that leans bold, edgy, and electric.

Pro tip for freelancers: Don’t skip strategy. Good design solves problems, it doesn’t just look pretty.

Step 2: Sketching Concepts

Now the fun part begins! I sketch ideas quickly, sometimes 20+ rough concepts. The goal isn't perfection but exploration.

I look for shapes and metaphors that capture the brand’s essence. Maybe a leaf forms the negative space in a wellness logo. Or the initials of the brand create a memorable monogram.

Why this matters for clients: Sketching allows me to explore a wide range of directions before anything goes digital. It’s fast, efficient, and wildly creative.

Step 3: Refinement & Digital Drafts

Once I find 2–3 strong directions on paper, I bring them into the digital space. This is where typefaces, symmetry, spacing, and color theory come into play.

At this stage, I usually present 2–3 polished logo options to the client, each with:

• A quick rationale
• Mockups (e.g. how it looks on a business card or website)
• Variations (icon, wordmark, stacked layout)

Pro tip for freelancers: Don’t over-deliver 10 concepts. Narrow it down to the best, and sell the idea with context.

Step 4: Feedback & Revisions

Design is a conversation. After the client reviews the options, we refine together. Sometimes they love one direction right away. Other times we merge elements from multiple drafts.

This step builds trust. Clients feel involved, and the end result reflects both their vision and my expertise.

Step 5: Final Delivery

Once the logo is approved, I prep a complete logo package:

• Vector files (AI, EPS, SVG)
• Web-friendly formats (PNG, JPG, PDF)
• Color variations (full color, black, white)
• A simple style guide (font, color codes, usage tips)

Clients walk away with everything they need—and the confidence to use their new logo consistently.

Final Thoughts

Designing a logo is more than making something “look good.” It’s about creating a symbol that works, that reflects your business, speaks to your audience, and stands the test of time.

For clients, I hope this gave you a better sense of the value behind the process.

For fellow freelancers, may this inspire you to slow down and be intentional with your design journey.

Want to see this process in action?

Check out my Portfolio or email for a free discovery call, I’d love to chat about your brand.