Logo Design—What Are the Steps in This Process, and What Sets Us Apart?

1. We place great importance on crafting the creative brief. Why do we need this document? Essentially, based on the brand identity, it allows us to clearly explain the creative universe of the brand’s visual identity —to clarify the symbolism behind a logo, what it represents, what we want it to inspire, and sometimes even more specific aspects, such as color palettes. In this process, we carefully examine the organization’s vision, its promise, and its brand personality. We believe that a logo must be relevant and truly represent the organization. If a logo looks just as good on a competitor’s building (while still managing to represent the brand identity), then something is wrong.
2. A logo must align seamlessly with an organization’s vision, as well as with the feelings, motivations, and ambitions of the people within it. That is why we always strive to align the logo we create with the people in the organization, building a visual identity that truly reflects who they are.
3. We seek inspiration from as many and as diverse fields as possible: culture, art, geography, geometry—any element, no matter how small or large, that connects to the symbols and metaphors we develop for the brand (some of which are already specified in the brief). For example, when we designed the logo for Earlychildhood Romania, a Romanian project focused on early childhood education, we created the outline of a child’s footprint. Read the full story here—education branding.
4. When we make our first sketches, we always start with pencil and paper. We like to think that a person who thinks and dreams in silence, without the distraction of a screen, is at the peak of their creativity.
5. We are deeply committed to the idea of delivering a solution to the client. What does that mean? During the exploration phase—when we’re creating sketches—we end up with hundreds of options. Then, we digitize dozens of them. From those dozens, we start building simulations with a small number—fewer than 10. We usually end up with a top 5. From that top 5, we choose two options to present to the client. These are always different approaches.
6. At Toud, there are no limits on the number of feedback rounds—our promise is that we’ll work as long as it takes to achieve the best result.
7. We are deeply committed to every project, and we set aside enough time for each stage to achieve results we’re satisfied with.

The best way to illustrate the ideas above is through the results of our work, which you can see here—Creating a logo that tells your story.