Brand & Logo Creation Process

Every great brand is born from a great process.

The purpose of this document is to educate and inspire. Together, we can take time to engineer the process that will be just right for you and your specific needs.

I believe that a good design process is a collaborative process. We’ll play with shapes, colors, patterns, melody, and metaphor. This work is about intuitive play, clear distinctions, and effective results.

How do we authentically represent your business, effectively attract your chosen audience, and subtly motivate them towards the desired actions? This is the challenge.

Designing your brand is like designing a spaceship for your business. If it’s built right, it can empower you to take your business beyond your current atmosphere of limitation and discover previously unimagined possibilities. Let’s rock it!

“Good design begins with honesty, asks tough questions, comes from collaboration and from trusting your intuition.”Freeman Thomas

I take time with you to listen deeply to your ideas, dreams, visions and values. This is a process of asking questions, sensing patterns, and offering reflections. I want to holistically understand what drives your business and where it’s going.

We search for, collect, and organize symbols, imagery, colors, typographies, textures, shapes, and/or patterns that uniquely match your business, and the new form it’s taking. These will be the elements of your new brand.

I take time with you to listen deeply to your ideas, dreams, visions and values. This is a process of asking questions, sensing patterns, and offering reflections. I want to holistically understand what drives your business and where it’s going.


In stage four, I take what we came up with in the first three stages and synthesize it into a clear logo concept. I summarize the territory we covered and create a strategy for your brand goals once they are thoroughly understood. I’ll catalog the aesthetic elements that emerged in our initial investigations. The story of your business will continue to emerge. This story has incredible value in itself.

This process yields:

  • a logo concept
  • brand strategy
  • materials catalog
  • story telling
“Form follows function – that has been misunderstood. Form and function should be one, joined in a spiritual union”.Frank Lloyd Wright


Stage five is all about iteration. Practice makes perfect. Here we expand our logo concept and visually explore it’s possibilities in multiple dimensions. At the same time, we develop the other brand elements from the ‘materials catalog’. It’s okay to fail, make a mess, have bad ideas, all is welcome in the creative process, we’ll keep at it until it’s right.

This process yields:

  • several rounds of iterations
  • process sketches and diagrams
  • one top choice
“Good design is making something intelligible and memorable. Great design is making something memorable and meaningful.”Dieter Rams


By now we’ve settled on a logo and articulated certain brand elements. Once we’ve overcome the obstacles of the iteration phase, we take these assets through a process of distillation and perfection. I fine tune the colors, forms, proportions, typography, textures, and/or patterns to match and magnify your brand goals and strategy.

This process yields:

  • a finalized logo
  • clear brand guidelines
  • organized brand assets
“The details are not the details
They make the design.”Charles Eames


Once we have the brand and the assets that comprise it, it’s time to put them to good use. In this stage we apply what we’ve learned and create tangible products that you can use to market your business. You choose what you need, and I make it happen. I’ll make sure it looks great, functions perfectly, and promotes your purpose.

This process may yield:

  • print-ready business cards
  • brochure, poster, and/or stationary
  • facebook header, newsletter template, landing page, web banner, webpage, mobile app, book design, album art, video assets, animation

Whatever you need, I can make it happen.

As we move through the process it’s important to remember that we can always come back to the goals we declared, the values we discovered and defined, and the space we created with our initial project plan. This helps us make graceful progress and purposeful decisions.

“It’s easier to love a brand when the brand loves you back”
Seth Godin


Do I need a brand? • You’re going to have a brand no matter what. If you have a business, an organization, or if your doing business as an individual then you have a brand. If you think you don’t, it’s probably a poor brand.

Do I need a logo? • You may not. It depends on the kind of service you’re offering and how you’re offering it. Also, it’s important to consider that your logo might just be your name, or a photograph. Even if you don’t need a formal logo it can be very important to go through the branding process.

What does a brand include? • Everything you put out into the world is an expression of your business, and it leaves an impression. That impression is your brand. The design of your products, packaging, business cards, blog posts, web sites, facebook pages, instagrams, even your emails, creates a brand impression in the mind of your audience. Often business owners will unknowingly loose clients and customers due to poor design. In the brand creation process, we’ll design a strategy you can employ when creating your business expressions, as well as and a library of assets you can use. The engagements below describe what kinds of assets might be included in a project.

How much does it cost? • Below I have information about my engagement levels. Before beginning a project with me we’ll discuss your needs, your goals, and your vision, and design a project plan that satisfies your objectives and your budget.

How long does it take? • Depending on the size of the project, your availability, and my availability it can take between 1 and 12 weeks. You might intentionally choose a longer duration, allowing the brand identity to evolve over more time.

Can we skip any of these stages? • No matter the size of the project, these are the stages it takes to create a successful brand. These stages can be abbreviated, or expanded, but not ignored. No matter the engagement, all of these stages will be included in the process. If you don’t need a full brand and would like to contract me for a smaller project, my rate for small projects is $175/hr. If you sign up for a Creative Marketing Strategy Engagement or a Website Design + Build Engagement smaller design requests may be included in those processes and additional requests can be added at a rate of $95/hr.

What if I just want to update my existing brand? • We can adapt this process for updates as well. Usually when I create a brand it’s replacing a previous brand. Sometimes clients want to start from scratch, sometimes there are many elements from the original brand that they want to retain. Let’s talk!


Every branding process is unique. Everyone has different needs and intentions. Depending on your needs some parts of the process will take longer than others, some assets, ideas, and iterations will need to be explored or developed, and some won’t.

For costs, options, and additional information, please don’t hesitate to reach out:

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Thank you for taking the time to read through this doccument. I hope it brought you clarity and inspiration. I’m happy to answer any questions you still have. Feel free to give me a call at 215.280.4384 or email me at James@being.design

© 2017 James Redenbaugh