What to Expect From the Logo Design Process
When it comes to your brand, your logo is often the very first impression people get — and first impressions matter (and hey, so does Gray Matters 😉). A great logo isn’t just a pretty picture; it’s the foundation of your visual identity. It should capture the personality of your business in a way that feels timeless, versatile, and uniquely you.
That’s where I come in. My job is to take your ideas — whether they’re crystal-clear or just a jumble of “vibes” — and turn them into a logo you’re proud to put everywhere from your Instagram bio to a giant sign out front.
Here’s how we make that happen:
Step 1: The Kickoff Conversation
We’ll start with a laid-back consultation where I get to know you and your business. This is where we talk about your vision, your goals, and how you want your brand to feel. Whether you come in with a super clear picture or just “I’ll know it when I see it,” I’ll meet you where you are.
Step 2: Brainstorming & Inspiration
Next, we collect and prioritize inspiration — fonts you like, color palettes that stand out, and any sketches or references you’ve gathered. I’ll also share my own ideas, so we’re building a moodboard of possibilities together. This is the stage where I start turning your ideas into concepts.
Step 3: Concept Development
From there, I’ll draft a few early logo concepts. Think of these as rough sketches that test out different directions. We’ll review these together to confirm we’re headed the right way before I refine things further.
Step 4: Building the Brand Identity
Once we’re on track, I’ll help you make the big decisions:
Fonts & Typography – Choosing letterforms that feel true to your brand.
Colors – Locking in a palette that reflects your personality and resonates with your audience.
From here, the designs start to evolve into polished logos.
Step 5: Design, Review, Repeat
I’ll send over logo proofs for you to review. This is where you can share feedback and we can refine until the design feels just right. My standard turnaround for revisions is 7–10 business days, but I usually get back to clients faster. We’ll keep adjusting until we both feel confident we’ve landed on “the one.”
Step 6: Finalization & Variations
When the logo is approved, I’ll finalize all the variations you’ll need — including black-and-white conversions and alternate layouts for different uses (social media, print, signage, etc.).
Step 7: Deliverables & Handoff
You’ll receive:
Source files (so your logo can scale to any size)
Web-ready exports (perfect for social media and your website)
Print-ready exports (for business cards, packaging, signage, you name it)
Everything gets neatly organized in your Google Drive folder so it’s easy to find down the road. I’ll also do a quick proofing review online and send a call or email to walk you through the final files.
The Bottom Line:
Logo design is a collaboration. My process keeps things structured but also leaves room for creativity to unfold. By the time we’re done, you’ll walk away with a logo you love and the confidence to use it everywhere your business shows up.
