Designing a logo starts with a brief, not a drawing. The brief defines who the brand is, who it speaks to and how it will stand apart from competitors.
A typical professional process:
- Write a brief covering audience, personality and where the logo will be used.
- Research the sector and competitors to find room for differentiation.
- Choose the logo type: wordmark, symbol or combination.
- Sketch many ideas on paper, then shortlist the strongest directions.
- Draw the selected ideas as vectors and refine proportions.
- Select typography and a colour palette, making sure the logo works in black and white first.
- Test at favicon size, on business cards, signage, dark and light backgrounds.
- Revise, present on mockups and deliver vector files, all versions and usage rules.
Common mistakes include skipping the brief, adding colour too early, drawing in raster software and delivering a single version. Racoun runs logo projects as part of a complete identity system, from research to usage guidelines.
Talk to Racoun: we are based in Istanbul and work with brands across Türkiye. Message us on WhatsApp or email ekip@racoun.com.
