Updated: Jun 24, 2019

My process is designed to be simple, to make the project efficient and to involve my clients as much as possible in the whole process.

Before I do anything, I ask client how they want to communicate, some prefer meeting face to face, some over the phone and other are more comfortable via email. Either way I'm happy!


1 The Brief

2 Research and information gathering

3 Sketching and conceptualisation

4 Presentation

5 Amends and refinements

6 Completion

1 The Brief

First things first, what is a brief?

"A design brief is a written document for a design project developed by a person or team (the 'designer' or 'design team') in consultation with the 'client'. They outline the deliverables and scope of the project including any products or works (function and aesthetics) and timing." (Source: Wikipedia)

To build a functional brief, I work closely with you to understand your business needs and its goals. This always starts with a short questionnaire to get some initial information. I also find this a really good way to break the ice. It gives us both a common ground to start from. This leads to further questions and discussions to nail down the brief. The more information I can get from the you, the better.

As well as this, I will ask you, with my guidance, to put a mood board together, this could be logos you admire, photography or images of interior design and so on. This will give me an overall feel for the project

The brief can determine the success of a project, so it's important we get this right. Don't panic, I will guide you through this process.

Once the brief has been agreed and signed off, the work begins…..

2 Research and information gathering

This is a really important phase, this is where I will research the clients:





I want to know as much as possible about your business, this will acts as a stepping stone for phase 3 (Sketch and Conceptualisation). I like to keep you, the client involved in the process so I will ask more questions as the project proceeds.

3 Sketch and Conceptualisation

I always start with a pencil and my note book. This generally starts with generating ideas and brainstorming using key words from the brief and research. Using pencil and paper allows me to put down ideas and thoughts down quickly and freely without limitation. I will then take the best sketches and do a more detailed sketch.

After sketching and achy hands, I take my ideas and digitise them. I use industry standard software (Adobe Creative Suite) to ensure quality.

4 Presentation

I will present you with different options, the number of options will be decided at the start of the project.

Each option will show the logo in real life situations, for example on business cards, the side of a van, billboards, computer screen or even building signage. This gives you the opportunity to see how the logo works in different situations and across different media.

5 Amends and refinements

Once you have chosen the design you feel that works best for your business and customers, its time to make any minor amends or refinements. The number of amends will be decided

6 Completion

Once we are all satisfied that the project has met its objectives, I will send you all of the relevant files you need to use your logo.

If you have any questions about my process or logo design in general, you can email me at studio@james-mortimer.com.


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