The B2B logo design process

February 26, 2024 | Branding and Rebranding, Design Basics, Launch Marketing Strategy

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A logo is a graphic, but it’s so much more. Logos are the face of your brand, and act as a homing beacon to attract your target audience. That’s why the B2B logo design process starts long before we start actually designing.

As a B2B business, you’re likely looking for a logo that’s classic, modern, yet still eye-catching. Creating a distinct logo that attracts other businesses and contributes to widespread brand recognition isn’t always easy. In fact, it’s often easier to design flashy and fun logos for consumer brands. Creating a logo that attracts your B2B audience requires research to understand where your brand is positioned in the market and then turning that into simple visual that reflects with your strengths and differentiators.

Our clients hire us for our award-winning design work, but it’s really what happens in advance of the design that makes our projects such a success. Our logo design process includes substantial positioning and competitive research to make sure your logo is the best reflection of your brand.

Read on to learn about our B2B logo design process, how we do positioning research, and how we bring it all together in exceptional design.

What is our B2B logo design process?

Our logo design process involves a lot more research than it does design. A typical B2B logo design process includes:

  • Clarifying internal brand traits
  • Positioning research
  • Turning ideas into visuals

Clarifying your internal brand positioning

A good logo reflects the personality of the organization.

Think about the Home Depot logo and you see that’s its bold, but not refined. By contrast, the Apple logo is slick. Each logo brings to mind the customer experience of each company. This should be true for your B2B brand as well.

Many organizations have trouble clearly articulating who they are and what makes you different. Here is a typical description we hear from a small business owner looking for a new logo:

I’m looking for something classic but modern, simple but not plain, conservative but not boring.

As you can see, there are some inherent contradictions in these descriptions. Extracting these details from your team or your customers and then synthesizing what we’ve heard is at the heart of the B2B logo design process.

What is brand positioning research?

Positioning research is the process of figuring out exactly how your brand compares to other brands in the marketplace.

As a startup or new business, one piece of advice you will hear frequently is to look at the market and determine where there is a need. What are people looking for and not finding?

The same research that helps you evaluate the market can help you develop your brand identity. Your prospective customers may currently find solutions that position themselves as high tech, but not friendly. Or they may see solutions with a high expertise level but are not local. Armed with this knowledge, we can figure out what elements should be part of a logo design or a brand’s broader visual position.

A logo can give a prospect subtle clues into who your brand is, and what it can offer them. Positioning research helps us differentiate your brand from the competition. Then, we can design a logo that reflects your brand’s unique qualities.

How much research on brand positioning should you invest in?

Brand positioning research isn’t just critical to your logo design — it shapes your messaging and can even give you a direction for future brand growth.

Brand positioning should be done in the early stages of brand creation or a rebrand. Over the years, your brand can and will change. After substantial restructuring or when you feel like your branding and marketing has gone stale are also great times to conduct brand positioning research.

An investment in understanding the marketplace and claiming your brand position will have value for your business for years to come and for applications far beyond logo design.

Who should do your brand positioning research?

When we work with new clients, some of them have spent a lot of time doing this type of preliminary research. Others want to rely heavily on us to do this for them.

Ideally it will be a mix. You always know your industry better than we do. But we have the eyes of an outsider. This perspective can be extremely valuable. Plus, our research gets viewed through our lens of experience in matching market positioning to brand and visual positioning.

In fact, we always prefer to verify the data and references our clients give us.

For example, our clients may be considering only their closest and truest rivals as competitors when really there are many others who are important. These competitors may be on the outskirts of your geographic target, or their core offering is not the same as yours, but you overlap.

These differentiators may seems large and distinct to you, but may not be that clear to your prospects. You should be aware of these players if you want to do a thorough analysis of your marketplace.

Some people are surprised that we do this type of “business” research. But without this, you are evaluating design mainly on aesthetics and not on how they will work for your business.

Attracting your ideal customers with the right design

Most important in positioning research is identifying what will make your brand compelling to your target market.

For some small businesses, especially one-person companies or other micro businesses, it can be hard to let go of the look you want to convey. Even if it doesn’t connect with your prospects.

Going into the logo design process with an open mind, rather than a fixed idea of the right design solution, will help you uncover the best solution.

Turning ideas into visuals

Listening carefully and translating that information into graphic format is what we do exceptionally well here at Visible Logic. We translate your ideas into typography, shapes, images and color.

We are keenly aware of what design styles connect with what types of expectations. Often these are elements that, as a non-designer, you may be able to recognize but not communicate. For example, for years law firms have used all-cap, serif fonts. So, now we expect something stable, traditional and intellectual when we see that type of typography. We recognize trends and apply them appropriately to your design.

Iterative logo design process

Once we have a strong idea of your brand position and have created a visual identity, it’s time to start designing logos. While you’ll typically only need one logo, we usually design many options as part of the design process. This is highly iterative, we give options, and the client narrows it down.

Great logos start with a strong idea or concept and then are also exceptionally well-designed. We must get the concept right first and then finesse the execution.

While even our first round of logo designs look highly polished because they are created on a computer, they are actually still sketches. The early rounds of design are meant to focus mostly on concept, knowing that details about the color, typography, style of the graphic, etc. can all continue to evolve and be refined.

And remember that because a logo is a simplified representation of your brand, it will never reflect everything about your business. The best logos are extremely simple and will bring to mind the most essential ideas about your brand.

Invest in a logo that reflects the best of your brand

Your logo is the face of your brand. For B2B businesses, a good logo should reflect your brand’s position and help attract quality prospects. At Visible Logic, we excel at getting to the heart of what sets your brand apart, and designing a logo that reflects the best of your brand. If you want to get started on designing a logo, let’s talk.


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