How a Logo Comes Together: A Few I've Designed for Small Businesses

People ask me all the time what actually happens after they hit "Start my logo." Fair question. You're trusting a stranger on the internet with the face of your business. So today I want to walk you through how a logo comes together on my end, and show you a few real ones I've designed for small businesses along the way.

It starts with you talking, not me drawing

I've been hand-designing logos since 2013, and the biggest thing I've learned is that the best logos don't start with a sketch. They start with the owner telling me about their business.

That's why every logo starts with a short brief. It takes about 5–10 minutes. You tell me your business name, what you do, the styles you like and any logos you love. Then you check out. It's $250 flat.

When your brief comes in, I'm looking for the feeling behind the answers. Is this business loud and fun, or calm and trusted? Old-school or modern? Who's going to see this logo, and where? A logo on a food truck has a different job than one on a business card.

Then I give you options

From your brief, I create 3–5 initial concepts. I like giving you a real range here, because most people don't know exactly what they want until they see it next to something else. Sometimes the one you didn't expect is the one that clicks.

Here are a few logos that came out of that same process. Look at how different they are:

The Jersey Bully. A round badge with an illustrated bulldog in a backwards cap right in the middle, the name wrapped around the top and bottom in bold letters, and a gold ring holding it all together.

Jang Bell Wings & Things. A full mascot: a cartoon chicken ringing a bell, sitting on top of a bright yellow script. It's playful on purpose.

Parker John Productions. A film reel that turns into piano keys, with music notes coming off the end, over a clean, bold wordmark.

Two Tool Designs. A circle badge with a small wooden building illustration, "Built Different" across the top and "Est. 2019" at the bottom.

Midwest Connect. No icon at all. Just a big red script with a heavy outline that hits you right away.

Backwoods Cyclists. Mountains, pine trees and three riders on bikes, with the name underneath in a rugged font.

A badge, a mascot, an illustration, a pure wordmark. There's no single "BRTHE style," and that's the point. Each one fits its own business, not mine.

Then we make it yours

Once you've seen the concepts, we refine together. You tell me what you like, what you don't, and what feels off even if you can't explain why. That last one is totally fine. "It just doesn't feel like us yet" is useful feedback, and figuring out what's behind it is part of my job.

You get unlimited revisions until you're completely happy. Bigger font, different color, swap the icon, try it without the circle. I'd rather go a few more rounds than have you settle for something you're lukewarm about, because you're going to look at this logo for years.

Most logos take about 7–14 days, depending on revisions.

One honest note: because real design work starts the moment I begin your concepts, the $250 is non-refundable once I send you the first concept. I'd rather you know that up front.

Then you get to use it everywhere

When it's final, you get your files in AI, JPG, PNG and PDF. That covers pretty much everything: your website, social media, shirts, stickers, signs, trucks and business cards.

And if you want to put it to work right away, I can help with that too. I also do Shopify website design, custom vinyl stickers, custom business cards and custom printed merch. You can see all of it on my services page.

A tip before you start your brief

The more you tell me, the closer my first concepts will land. Share a couple of logos you love, even if they're from a totally different industry, and tell me what you love about them. Tell me any colors you want me to stay away from. And tell me where you'll use the logo most. Those few extra sentences save us a round or two.

Your turn

Every logo above started the same way: with someone taking 5–10 minutes to tell me about their business. If you've been putting off getting a real logo, this is your sign. Yours could be the next one I show off here.

Start my logo →

Have a question first? Send me a message or email Info@Jackleonardbirt.com. I reply to every message, usually within 24 hours.

Jack