Learn about our logo design process

Audiosculptor and Delta Logos

Our logo design process

Some clients come to us with an idea of what they want, others give us a ‘blank canvas’ and look to us for the creative ideas. We listen to you, discuss with you and work directly with you to create something we will both be proud of. However we will also be honest with you if we do not think that the idea is going to be successful. Do not be offended, that is part of what you are paying us for. We are very passionate about branding and want to be as proud of the logo as you are!

The process is usually as follows:

(1) We discuss your requirements in a free no-obligation branding meeting where we listen to your requirements, find out about your business and your market and share knowledge about logo design with you. We decide what the best brand package best suits your needs.

(2) We will send you an invoice upon payment of which we commence with your project.

(3) Our experienced logo designer usually spends a bit of time just thinking about your project and researching your market to get the creative thought process going. This phase depends on the logo package and whether the customer has already provided guidelines in the initial design discussion.

(4) Initial sketches and ideas are put to paper, these concepts are whittled down. We try various type forms and elements and the best design begins to emerge into some more detailed sketches.

(5) These are then scanned into our design software and fleshed out in vector graphics which are scalable to any size without losing quality. From here the logo design really starts to form and various options are discarded through our careful consideration leaving the best concept.

(6) With the basic design concept complete we then submit the design for analysis with Trademark Vision, a global trade mark search company with whom we are registered. We test our design against registered trade marks within your industry to ensure we are on a unique track. We may go back to the sketchbook pending on results.

(7) Once we are happy that our design passes the Trademark tests we finalize the logo proposal document and send it to you.

(8) We discuss any tweaks or changes that you might like to see before the logo is approved. Once the balance of the job is paid the files are sent to you for your usage. We usually supply to you: .pdf file, .eps file, 2x jpeg files.

(9) We can then move on to: websites and or any branded print materials that you might need. 

Better Kitchens Logo and Business Cards

Why do you have different logo packages?

We have set price packages so our customers know exactly what it’s going to cost. An hourly rate doesn’t work for logo design, it’s not like designing a print file or a web page which follows particular formats. Logo design is a carefully nurtured creative skill and often there is more time thinking than spent at a computer. The difference in the packages allows for different budgets and purposes and each will cover more of our designers time spent on your branding.

What is the pricing based on?

There are a number of factors which determine the pricing. Time: The amount of time we spend on the job, ie. a logo with an illustrated element takes longer than a logo based only on type forms. Experience: We’ve designed hundreds of logos over the past decade. We’ve learned valuable things along the way, sharpened our skills and have a proven portfolio of successful brands. Most people agree this is worth something. Market Value: We are a professional agency and have been around a long time. Other agencies at our level charge more than we do so we consider ourselves very reasonably priced for what we produce.

How do I know which is for me?

Your budget should dictate which package is for you. Starting and running a business is a serious activity and you should consider your branding to be an investment in your business - not just an expense.

If you’re on a small budget but need a clean, simple, unique, professionally designed logo to use on all materials then the Economy Logo Package may suit.

If you’re budget goes a bit further and you want a logo which has a bit more design in it and want to see how it looks on a range of materials then our Standard Logo Package is for you.

If you’re an established business, want a brand which has an illustrated element to it or really looking for an identity to launch your business then our Brand Platform is what you need. Beyond a great logo it is a thought-out brand guide for your business. The identity, the look & feel, the logo, the typefaces, the colour schemes, all specified for you.

Why don’t you give me several logo options to choose from?

Over our time in the design industry we’ve found that providing ‘logo options’ isn’t actually very beneficial to our customers. We have designed successful brands for hundreds of companies across many industries over the past decade and part of the design cost is for our experience and guidance. Therefore we feel it is a a dis-service to our customers to present many design options and hope that our client chooses the best one.

We only want you to have THE BEST logo and there is always a stand-out design amongst the options; so why are the other options even there? It just confuses matters. The other options that we‘ve tried earlier in the design phase just don’t make the cut to the final presentation.

When working to a fixed cost obviously there is a certain time limit to how long we can spend . Should this amount of time be split in order to present various options - it means that less time is actually spent on each design. We would rather put 100% of our time into thinking, planning, communicating and creating only THE BEST concept to present to you. However, often there are natural 'variations' of a logo design which will be presented to you as part of the submission process to you.

We hope that our portfolio of work and our experience in the industry allows our customers to choose us with trust that we will do a great job and what we present to you will be something we can stand behind and believe will be successful.

What if I don’t like the design?

This is unlikely but we understand your concern. We hope that by looking through our portfolio, seeing the work we have done and talking to our designer - that you feel confident that we are the right team for you. We’ve designed a lot of great logos for many award winning businesses, so our experience, we hope, will alleviate any fears you might have. We don’t just throw together a logo. We put in a lot of thought and effort and each aspect is carefully considered.

Remember: we will only show you a brand if we love it ourselves.

Some of the most successful logos we have designed are not what the customer initially thought they wanted. At times it can take a bit of courage to entrust in our experience to know what is going to work best in the market. After all, that is what you are paying us for. But for peace of mind we offer a design guarantee.

Our design guarantee: In the unlikely event you are not happy with the logo we have created - we will design you another logo at no extra cost! 

Will the logo be scalable to any size?

Yes all our logos are designed using vector graphics which are scalable to any size without losing quality. They are also designed with thought given to size and spacing so they will look the best across a wide range of mediums; on-screen, in print, vehicle signage etc.

Will I own the copyright to the logo?

Yes, once the logo has been paid in full you will have sole ownership over the final logo design.

What about trademarks?

We are registered with Trademark Vision and part of our design process is analysis of the design against registered trade marks in your industry. We do this to ensure we are on a unique path during the creation process. However this doesn't mean that your logo is trademarked. We do not provide trademarks as that is something a lawyer must to organize for you if required. You need to visit someone like http://www.createip.co.nz to talk about protecting your logo with a trademark if you wish to do so. The cost varies significantly depending on how many categories you wish to apply for and in how many countries.

I love the design but I asked my neighbour and they didn’t like it..

Common industry experience from branding agencies like us is that feedback from people not involved in a branding project is not often helpful. The reason is peoples subjective opinions;


A common analogy is taking an artwork onto the street and asking people if they like it.

If they have not see it before, don’t know where is it from, or where it is going then the response might be negative. They have just glanced at it and cast a subjective and uninformed opinion ie. 'No I wouldn't hang that in my living room'. But take that very same artwork to a gallery, put it up on the wall with a spotlight and people will be queuing up for a glimpse.

So asking a couple of people who aren’t involved in the project if they like a logo is relatively pointless. Opinions are too fickle and a few people is just a drop in the bucket of opinions.

Now Consider a couple of the worlds biggest brands..

Common industry experience from branding agencies like us is that feedback from people not involved in a branding project is not often helpful. The reason is peoples subjective opinions;

Apple Nike and Next Logos

Imagine if Steve Jobs asked his neighbour or his tennis partner if they liked the Apple logo; 'Why an apple? I don't get it... you sell computers. And why is there a bite taken out of it? It makes no sense. That logo is ridiculous I wouldn't see that logo as a computer company I would think you're selling half-eaten fruit!’

The founder of Nike wouldn’t have shown his friends a tick and asked them if they thought it was cool. ‘Why a tick? What does a tick have to do with sports or shoes? 
It looks like a ski jump.’

Did you know?

In 1986, after leaving Apple, Steve Jobs hired world famous brand designer Paul Rand to create a brand identity costing $100,000 for his company ‘NeXT.’ Steve asked Paul if he would come up with a few options, and Paul said; “No, I will solve your problem for you and you will pay me. You don’t have to use the solution. If you want options go talk to other people.

Today it might not look that out there. But in 1986 this logo made a significant impact. It was very unique, it portrayed tech but playful and friendly, it was exactly what Steve Jobs needed. 
NeXT was soon bought out by Apple and parts of the current OSX and iOS operating systems are built on the NeXT foundation. But the NeXT logo remains a famous brand from the 1980s.

It’s an interesting insight into branding at the top level. Just because it’s Steve Jobs and Paul Rand doesn’t change what logo design is. Logo design is solving an identity problem. We may be as passionate about logos as Paul Rand, but not nearly as inflexible... or expensive!