My Logo Design Process: Then and Now
When I first ventured into logo design in 2018, I was eager but inexperienced. Over the years, I’ve worked on various projects—each with unique challenges and insights. Through these experiences, I’ve refined my approach and deepened my understanding of creating a meaningful visual identity. Here’s a look at my design journey and how my process has evolved.
2018: Exploring Personal Identity
In 2018, I began my design journey by creating a logo for myself. I wanted a platform where I could express my creativity through poetry, stories, and amateur photography. Arthabihin means “one with no meaning”. It felt personal and symbolic of my exploratory stage in life—embracing the undefined.
Challenge
The challenge was to create a visual that represented this deeply personal concept. I had limited design skills and experience, so my focus was primarily on experimenting. I explored different ideas, sketching symbols that could reflect my love for writing and creativity. I eventually landed on a design featuring an ink pen tip with glasses, where the lenses were formed by the initials A and B.
Action
I stayed up late refining and adjusting my sketches. There were frustrating moments when nothing seemed right, but that persistence paid off. I created the logo. It wasn’t perfect but represented my initial exploration into the world of logo design. This experience introduced me to the field of design allowing space for creativity to unfold.
You can read the in-depth story here.
2020: Navigating Client Expectations
By 2020, I was taking on more professional projects as a freelance designer. One of the key projects was creating a logo for Digital Office Technology (DOT), a software development company catering to small businesses in the Farwest of Nepal, transitioning into AI projects. The brief required a logo that represented their technical expertise while hinting at future aspirations in AI—a challenging task for a designer still learning to manage client relationships and expectations.
Challenge
The remote working environment during the pandemic added complexities, making communication with clients difficult. The company had a small team, and the stakeholders had strong opinions, making it hard to find consensus. I went through numerous iterations—each time adjusting based on their feedback. Despite my best efforts, their requirements often changed when I submitted final versions, leading to multiple ‘Final 1, 2, 3’ files and an extended timeline.
Action
To break the cycle of endless revisions, I took a more assertive approach. I encouraged the team to make clear decisions and stick to them. I explained how constant changes could hinder progress and pushed for a unified vision. This helped us move forward, and I ultimately delivered a logomark that incorporated the company’s initials, symbolizing their expertise and future focus. Though the outcome wasn’t my personal favorite, it worked for the client, and I learned how important it was to balance client satisfaction with my creative instincts.
You can read the Case Study here.
2023: A Holistic Approach to Brand Identity
In 2023, my skills and methods had matured significantly. I was hired to design a logo for a restaurant in Kathmandu. The brief was detailed: the restaurant needed a visual identity that reflected a family-friendly environment with ample outdoor space, spacious parking, and an elegant, relaxed atmosphere. The challenge was to create a logo that captured these diverse elements while avoiding a generic look and appealing to adults and kids at the same time.
Challenge
This project required an understanding of the restaurant’s physical space and its target audience. I visited the location and observed the garden areas, open spaces for kids, and the serene city view from the backyard. The goal was to capture this peaceful, family-oriented environment in a visual format while also conveying the restaurant’s elegance and gourmet offerings.
Action
This time, I tried a holistic approach—immersing myself in the environment, and considering the customer experience, to ensure the logo aligned with the brand’s story. After reflecting on the experience, I created a more refined design that combined simplicity with elegance. The final logo featured clean, elegant lines paired with handwritten typography, evoking both the restaurant’s gourmet offerings and its inviting, family-friendly environment.
This project reinforced how important it is to align the visual identity with the core values and experiences of a brand.
You can read the Case Study here.
The Evolution of My Logo Design Process
From my early days of experimentation with Arthabihin to navigating client demands with DOT, and finally adopting a holistic, immersive approach with the restaurant logo, my process has undergone significant transformation. Initially, it was about exploration—trying out ideas and discovering my style. Later, it became about balancing client expectations with my vision. Now, my approach is more strategic and empathetic, focusing on understanding a brand’s story and aligning the visual identity accordingly.
I’ve learned that the logo design process isn’t just about creating a visual—it’s about telling a story, capturing an experience, and building a connection with the audience. By evolving my skills and methods over the years, I’ve come to appreciate the depth and impact that thoughtful, well-executed design can have.
Looking back, I can see how much I’ve grown by adapting, experimenting, and taking on new challenges. My approach to logo design has changed a lot—not just in terms of skill but in understanding what makes a logo feel right and connect with people. And honestly, I’m still learning.
Over the past year, I’ve had the chance to work on some cool projects, each pushing me to think differently about branding and design. A few months ago, I completed one of my favorite branding projects to date—something I’m proud of. I’ve shared the full breakdown of that project in this blog if you’d like to check it out!