Your logo is one of the most important elements of your brand. Great logos are memorable marks that immediately call to mind the best parts of your company. This is no small task, and it is part of the reason why there are so many terrible logos out there.

Most logo designers do three things when they are designing a logo. First, they do research. Next comes exploration where different ideas are investigated and tested. Finally, the concepts that seem promising are refined. Research, explore, refine. Once the logos are polished to a satisfactory point the logos are presented to the client.

When the logo options are first revealed to a client there is rarely much rational presented. The process that led to these designs is left behind the scenes and tens (if not hundreds) of “reject logos” are never seen. And that is okay. Truth be told, it is your gut reaction that really matters when you first see logo options. In the end that is all anyone will have when they see your logo. A logo needs to be able to stand on its own without an art director explaining why it works. You don’t need to know how chocolate is made to know that it tastes great. The same is true with logos. But aren’t you a little curious about what the creative process looked like?

Below is a video showing the screen of a logo designer sped up over the course of the design process. If you have ever wondered what it looks like to design a logo, this video should give you a pretty good idea. I hope this helps you understand some of the things that go into making a great logo.

For even more information about the project shown in this video visit the Mattson Creative website.

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