The Webbuzz Sydney digital marketing team decided in mid 2018 that the time was right for some big branding changes. At the time our website was going through a massive overhaul, and so we decided to update the whole brand.

New year, new website, new logo.

So we thought we’d share our business logo design journey to showcase the brand development process we use with clients.

Any business logo design is important and should reflect the company’s personality.

It’s usually one of the first impressions people have of your business, and in the end simply what makes everyone recognise your brand.

Your logo to a large extent is your business identity.

old webbuzz logo

The Old Webbuzz Logo

We liked this logo in 2014, but after 4 years the company has evolved, and the market has changed significantly; so it was time for an update.

We needed a “Webbuzz 2.0 logo”.

The creative process of business logo design

First of all, be mindful that business logo design is a creative process. Logo design can take a while and involve a lot of thought for the reasons described above.

During the logo design we followed different steps to make sure we were covering all important aspects, trying to capture key ideas and possible angles to get the results we were aiming for.

Research and brainstorm ideas

When you start the design of any logo, no matter the company type, it’s important to do some market research. You will want to clock current design trends and contemporary styles.

Here are some questions to ask yourself prior to starting the creative process:

  • Who is your audience?
  • What do you want to say to them?
  • What’s the ‘vibe’ of your business, it’s ‘style’?
  • What are your values and how do you want to reflect them?
  • What makes you stand out from your competitors?

Sketch it up!

The next step is to start sketching.

This part of the creative process is where you start defining those ideas i graphical form. Resist the temptation of going to your computer at this point. You can chew up precious time in Adobe Illustrator or your chosen design software that is better spent with pencil and paper. This is how you can iterate quickly and get some key ideas on paper.

What kind of design will best suit your business? For example are you are looking for a more corporate or formal style? Or something with some tech vibes? Something modern or classic? With movement? Or perhaps bold with a 3D finish?

The main elements you’ll need to think about in a logo’s design are:

  • Typography
  • Colours: monochrome, multicoloured, with or without gradient
  • Size
  • With or without a slogan or ‘logotype’
  • Other elements: shadows, side graphics, outlines or strokes

The Webbuzz logo design

In our case we wanted to show professionalism but ‘keep it cool’.

We wanted to show that we are trend-setters and tech savvy.

We were thinking about something catchy, yet smart, visual, but not too crowded.

In any creative process, it’s almost impossible to get it right on the first attempt. We designed several logos with different approaches.

Like any artistic work, it wasn’t easy. Here are some of our initial goes:

Business Logo Design: Creative Brand Development (updated case study) first logos 1 » October 19, 2020

Some of our early stage attempts

And later …

We went through a bunch of different typefaces but really liked the look of slab serif letter forms.

The colour scheme required a lot of thought but let’s face it: gradient websites and logos are ‘so hot right now’. So we came up with a gradient we just couldn’t shake. It stuck with us. Of course that dictated the website look and feel as well; once we settled on the colour gradient, we knew we would end up with a ‘rainbow’ website.

We were looking for an approachable logo with a forward looking logo-type. Rather than add a ‘www’ icon and a mouse it made more sense to embrace a future likely filled with touch screens rather than mouse and keyboard; so we added a little hand and finger to simulate a ‘touch click’.

Time to survey our friends and client base.

These ones were our internal favourites:

Business Logo Design: Creative Brand Development (updated case study) survey logos 2 » October 19, 2020

Team favourite logos, sent out to the crowd

Once we had our faves selected, we decided to create a survey with Typeform. Easy to create, good interface, you just need the logos, a few questions and you are good to go.

These were our questions:

  • Which logo design do you like the best?
  • Why do you prefer the selected design?
  • What words come to your mind when you look at the design?
  • What do you like most about the design?
  • Is there anything you don’t like about the design?

The main goal was to have the feedback of people outside the business, preferably from a different professional background.

Here are the results from those that voted. There was a clear winner:

Logo voting results

There is a clear winner in these results with 38%

comments on the business logo design

Some of the comments we collected

Sometimes it can be a bummer if users choose a logo vastly different to the one you like. In our case, the winner was also our favourite; reassuring and a pleasant surprise!

The winning logo ( now showing in the header of the website )

The winning logo


Final step: the grunt work

Add it to your email signature, your website, presentations and you will also see it in a new context each time. Does it still stack up? I hope so, too late now!


Ben Carew

Ben Carew

Ben is the Director of SEO Services & Analytics at Webbuzz. He started in graphic design and web development in 1999 and has ridden many of technology's waves since then. He co-founded social media site Housenet in 2013 and began moving into digital marketing & SEO from his experiences growing this tech start up. Ben co-founded agency Webbuzz with former band mate Darren in 2014.

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