Logo design & illustration

Pierre the Pixie commissioned by Pixies Pre-School in Takeley, Essex

Logo Design and Illustration

What’s in a logo? 

Your business logo is something that you want your clients to instantly see and recognise, and then associate with your business brand and the standards of quality and service that you offer. It might be that just seeing it on a vehicle or flyer, they are reminded them of the really great service they had before and that they should go back to you again for more. People can have very short memories, so its good to ensure that your logo is one that is distinctive, and unique. It’s more than a pretty little icon, it has a lot to say for you, so its worth spending  little time and effort to get it just right so that it conveys what you want it to. 

Are you looking for a logo that will do this for you?

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or alternatively, call me on 07979 400 339 during normal office hours, or text for me to call you back and we can talk.

My design process

pencilwork for pixie logo

The first step is always the drawing board, well, usually the sofa, with a pencil and paper and of course my dog snuggled up beside me.

tracing the various components

Then I scan my image and use is as a template layer in Adobe Illustrator and start tracing the block sections.

Sometimes  what you first have in mind doesn’t always work so well in practice. I wanted a leafy border with grass around the base but felt that this was not working.

A rethink on the border and developing my character on, the brrief was  ‘mystical and magical’. Its beginning to come together now….

A little more detail and shading, a little blush to the face, and he’s all polished up.


After our initial consultation, my next step is to go on-line and google the business type and see what the contemporaries and competitors of my customers are are doing.  This helps me to ensure that my work going to be on par with what people might expect to see, without looking too 'samey' and cliche, which can be too easy  a trap to fall into, and it also helps me get a feel for the industry itself, putting myself in my customer's shoes, so to speak.​

Building ideas

Most people have usually started their own research and found a few ideas on-line that they already like and that represent the sort of thing they would like themselves, which can be really helpful.  Everyone has a different idea about what they think looks good. Increasingly I'm finding that pinterest boards are really useful for this stage in the design communication too.​

Drafting the logo

This basically starts out with a pencil and paper. I'll generally start drawing a few lines and curves and evolve the logo into the overall shape I have in mind.

At this point, I will usually send a phone photo of my work to date to ensure that my customer is happy with the direction we are taking. With good research and good communication between myself and my client, I always aim to create one initial logo rather than offering a number of choices. This is for many reasons, not least time and cost. It is pretty much impossible to create a good logo idea in less than an hour, and time is money. If I am designing 6 logos 'to choose from' then I will need to charge a minimum of 6 hours and of those 6 logo ideas, 5 will become redundant. It make  lot more sense to invest that time and energy in one good logo that is right from the start.


Once I am happy with my overall logo shape on paper, I will use this drawing as a template  layer in Adobe Illustrator, and manually trace over the shapes to create a digital vector image. This can be a very involved and complex process, but once complete we have a logo that can easily be scaled to any end size to suit any application, and can also be readily adapted to suit any colour background, or present in different colours as required.


Our end result

Logo creation is not a quick and easy process. It takes time and careful attention to detail to create a nice business logo, but it's well worth taking that time and paying attention to detail as it will ensure that our logo is then transferable to suit any application that you might need to use it for, whether that be on the side of a vehicle;  an engraving on a wall plaque; an emblem on your stationery or an embroidery on your work clothes.