In short: A logo project runs in five steps: briefing, research, drafts shown in real applications, fine-tuning and handover of all files. A logo is often finished in just a few days. You save the most time by bringing examples you like and examples you don't like to the start.
That is how I have worked as a self-employed graphic designer in Vienna since 2019, after many years at agencies and in-house, including for the BILLA Online Shop. The process has proven itself because it avoids surprises at the end.
Step 1: Getting to know each other and briefing
In the initial consultation, in person in Vienna or via video call, we clarify your offering, target group and areas of use. More important than any style guideline is the question of where the logo will appear later: on a company sign, on a van or mainly as a small profile picture on Instagram. This results in a written briefing.
Step 2: Research and sketches
I look at your industry and your competitors. The first ideas are developed on paper, and only the best are worked out digitally. With the logo for Holz Freymadl , for example, the aim was to show craftsmanship without slipping into clichés.
Step 3: Drafts in real use
You never see the drafts on a white background only, but on a business card, website and sign. A logo that looks beautiful in isolation can get lost on the company car. For Discover Culture , we therefore developed the logo together with the company signage right from the start.
Step 4: Fine-tuning
Based on your feedback, we refine proportions, typeface and colours. I check whether the logo works at 16 pixels as a favicon and in black and white on a fax or stamp. Three rounds of revisions are standard with me.
Step 5: Handover
You receive all formats for print and web (AI, EPS, PDF, SVG, PNG), colour values in CMYK, RGB and HEX and, on request, a short style guide. The open project files are included with me, so you are not dependent on me.
What should I prepare before the logo project?
- two or three sentences about your company and your offering
- your most important target groups
- logos you like and logos you don't like
- planned areas of use: website, print media, signage, social media
- your timeframe
What are the most common mistakes in logo projects?
- Too many details: fine lines and gradients disappear at small sizes.
- Trendy fonts: look modern today and dated in three years.
- Decisions by committee: the more people involved in the decision, the more generic the result. Appoint one person to make the decision.
You can find out more about what I offer at Logo design and corporate design and in the Project process.
Frequently asked questions about logo design
How many drafts will I get?
We define that in the quote. Two to three clearly different directions are usual.
Do I have to come in person?
No. Many projects run entirely online, and meetings in Vienna are also possible.
Can I register the logo as a trademark?
Yes. An independently developed logo is well suited for registration with the Austrian Patent Office.
About the author: Martin Wetzel
Graphic and web designer with over 19 years of experience and more than 900 completed projects for companies, medical practices and self-employed professionals. Focus areas: logo and corporate design, web design, SEO and GEO, print and sign making. More about me
Last updated: October 2026
Ready for your new logo? Write to me or book a free initial consultation directly.