The Skellydog Logo Design Process: From Idea to Iconic

Let’s be real: your logo design is not just a pretty little graphic—it’s the face of your business. It’s what people remember (or forget) when they’re deciding if your brand is the real deal or just another name in their inbox. And while we’ve all seen those $50 Fiverr specials floating around… your business deserves better than that.

At Skellydog, logo design isn’t just “make it cute and call it a day.” We treat it like what it is: the foundational piece of your brand identity. And we’ve got a damn good process to back it up.

Why a Logo Design Process Even Matters

Let’s put this upfront: a logo without a purpose is just decoration.

A logo with a strategic, collaborative, tried-and-true process? That’s a brand asset. The kind that gets remembered. That looks sharp on a business card and makes sense on a billboard. That makes your audience go, “Damn, that’s cool,” and “I trust this company.”

That’s the difference. That’s our standard. And that’s why our logo design process matters.

The Skellydog Logo Design Process

Our logo design process isn’t something we whipped up in a day—it’s the result of nearly ten years of real-world experience, research, and results. We follow six-ish phases to keep things clean, creative, and collaborative from day one.

Let’s walk through ‘em:

Phase 1: Discovery & Brand Strategy

We don’t dive into design until we know your brand inside and out. In our Discovery phase, we start with a deep intake process and a discovery call to get the lay of the land. We ask the right questions—about your business, your goals, your dream clients, your vibe, and your current brand struggles.

If we both feel like your brand needs a deeper foundation before design begins, we’ll recommend our Brand Strategy Workshop. That’s where we really go to work: nailing down your brand voice, your ideal audience, positioning, archetypes, values, and more.

Because trust us—if your brand isn’t clear, no logo will save it.

Phase 2: Research & Concepting

This is where we dig into the competitive landscape.

We look at who your competitors are, what’s happening in your industry, and how your audience responds visually. We’ll identify visual gaps and opportunities so you don’t end up with something that looks like the business next door.

We’re looking at fonts, color trends, styles, spacing, iconography—all of it. This stage is strategy-first design in action.

Phase 3: Moodboarding & Concept Development

Before we sketch a single logo concept, we send you a custom moodboard. Why? Because this is your chance to co-create the vibe with us.

Moodboards allow you to give input on aesthetics, audience alignment, and overall direction. We don’t believe in “guess and hope you like it.” We believe in collaborating early so we can knock it out of the park later.

Once that general aesthetic direction is locked in, we develop 2–3 main logo concepts—each built from the ground up, based on strategy and story. Every concept includes reasoning: why this font, why this shape, why this style.

Once a concept is approved, we expand it into a full logo family—horizontal, stacked, icon-only, tagline lockups, you name it. Because a good logo doesn’t just work in one spot. It flexes across platforms while staying consistent and strong.

Phase 4: Presentation & Feedback

Here’s where the magic happens. We present your logo concepts and walk you through the thinking behind each one. No confusing jargon. No design snobbery. Just straight-up clarity on how each concept ties to your brand’s goals.

Then it’s your turn: we want your feedback—but the kind that moves the project forward. We help guide your thoughts, keeping it strategic (not emotional or crowdsourced by your third cousin Larry who also does marketing). Because this isn’t just about what your mama likes, hell, it’s not even about what YOU like. It’s about what resonates with your audience, is geared to help you reach goals and stands the test of time.

Phase 5: Refinement & Revisions

Once you’ve chosen your direction, we enter the refinement stage. This is where we tighten things up—maybe adjust spacing, tweak a letterform, or explore a slightly different version of a symbol.

We don’t toss you 12 rounds of edits. That’s a waste of your time and ours.

Instead, we hone the design with purpose, delivering exactly what you need: a polished, professional logo that aligns with your business and speaks to your audience.

We’ll also confirm your full logo family—making sure every variation is accounted for and finalized.

Phase 6: Final Files & Delivery

Time to hand over the goods.

Once your logo family is complete, we deliver a full folder of organized, ready-to-use files for print, digital, social, and more. No “screenshot from your website” energy here. You’ll have every version you need—and know when to use what.

You’ll also receive a brand consistency document that acts as a mini guide: showing logo spacing, colors, fonts, usage rules, and more.

Depending on your package, you might also get extras like social media mockups, icon sets, or launch graphics.

It’s not just about handing off files. It’s about setting you up to actually use your brand with confidence.

What Makes Skellydog Different?

Let’s be real—there are thousands of people offering logo design right now. So what makes Skellydog worth it?

• We don’t make pretty logos. We make purposeful ones.
• You’re part of the process. We bring you into the creative flow early with moodboards, brand discovery, and feedback that matters.
• We give a damn about your business. No templates, no shortcuts, and no ghosting after handoff.
• We build full brand systems. Logos come with strategy, usage rules, and variations that actually work.

This is creative strategy with teeth—and it works.

FAQs (Because You Were Gonna Ask Anyway)

How long does the logo process take?
Typically 4–6 weeks depending on client responsiveness and project complexity. If you add brand strategy or request extra deliverables, it may extend.

Do I own the copyright to my logo?
Yup. Once final payment is received, it’s all yours. We’ll provide you with a usage rights document to make it official.

What if I don’t like any of the first concepts?
That’s rare—but if it happens, we circle back to strategy. We’ll pinpoint what’s missing and revise accordingly. We don’t do unlimited redos, but we do prioritize getting it right.

Can I use a sketch I made as a starting point?
Sure! We love when clients have ideas. Just keep in mind, we may evolve it to make sure it works across all your brand needs.

Can you recreate my old logo in higher quality?
We can re-vector old logos if needed, but we highly recommend refreshing or rebuilding outdated designs. Your brand deserves better than a blurry throwback.

What files will I receive?
You’ll get:

• High-res PNGs (transparent background)
• Vector files (AI, EPS, PDF)
• Web files (SVG, JPG)
• Full-color, one-color, and reversed versions

Plus: a brand consistency doc to keep your brand looking chef’s kiss across platforms.

Final Thoughts: You Deserve a Logo That Hits Different

You’re not just launching a business—you’re building a brand. One with goals, a story, and big-ass dreams. So why settle for a logo that barely scratches the surface?

At Skellydog, we bring bold vision and sharp design together to create logos that last. Logos that get remembered. Logos that actually work.

Ready to build something iconic?
👉 Book your free discovery call today and let’s get to work.