Chapter 2
Brand Mark Process
Having a clear and deliberate process is incredibly important when designing logos. First of all, it helps an uneducated client understand why it costs thousands of dollars and takes about six weeks to design a logo. Also, it gives you and your client a clear road map so that if your client goes out of scope with additional rounds of ideation or revision, you can be compensated for the additional work.
In this chapter I will share my exact logo design process. It is different from that of any other designer or agency that I have come across. It’s based on everything I have learned in school, working at design shops, and reading books. Over my 20-year career I have tried many different processes, refining and distilling ...
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