The Logo Design Process for the San Diego Renewable Energy Society

The logo design process consists of five steps or phases. Each step can vary in the length of time needed for completion based on complexity and the amount of time the Client needs to move to the next step. Here the San Diego Renewable Energy Society (SDRES) needed a logo that reflected their values.

Step 1 :: Discovery & Design Brief

Discover the audience profile, definition of the message and brand metaphors, review the requirements of the project and fully define the brief. This involves a detailed conversation with the Client and independent research.

Step 2 :: Concept

Based on the information gathered in Step 1 a series of preliminary sketches are created. From these sketches a minimum of two are selected and refined into logo design concepts. These concept designs are presented to the Client (usually in the form of flat JPEG images or PDF files) with detailed notes describing options and solutions for each concept.

Step 3 :: Review & Feedback

Here the Brief is reviewed to ensure the artwork is meeting its requirements. This is where the Client gives feedback on the direction.

Step 4 :: Edit & Design Approval

Based on the information from the Review & Feedback step, the design is edited or further flushed out and taken back to Step 3: Review/Feedback step until the design is approved. Frequently this takes three Review & Feedback rounds to properly refine a logo.

Step 5 :: Logo Design Final Approval & Delivery

After the logo has a final design approval, the graphic is optimized and several versions are created for use in different media. Delivery of the final logo design materials includes: logo source file, RGB and CMYK versions, and a style-guide detailing elements of the logo.