In the age of generators and one-click templates, the question may seem old-fashioned. Yet it is one of those that makes the biggest difference between a generic logo and one that was really thought through for a business.
Why start with sketches
- Speed. Ten ideas can be sketched in a few minutes; building them cleanly on screen would take hours.
- Freedom. On paper you aren't guided by a program's shapes and options, which steer you towards solutions you've already seen.
- Sorting. Weak ideas show up fast on a small sketch, before you invest time in the detail.
- Clarity. An idea that can't be held in a few lines will rarely hold at a small size.
What it changes in the result
A logo born from a sketch starts from an intention: a shape, a proportion, a detail chosen for the business. A logo assembled from templates starts from a catalogue: it therefore looks like others, as the article the same logo, 4 times: low-cost logo culture (in French) shows well. The gap shows mostly in the details of form, which a template can't guess.
From hand to computer: the move to vector
A scanned sketch is an image made of pixels: it goes blurry when enlarged. To be used everywhere (card, shop sign, vehicle), the drawing has to be redrawn point by point as a vector file. That step is what gives a logo that is sharp at every size. See vectorising a logo: what does it really change (in French) and the vectorisation service.
If you can't draw
You don't need to draw well to clarify an idea. A few keywords, simple diagrams, collected references (colours, shapes, moods) and a list of what you don't want to see are enough to guide a designer. That is the purpose of a good brief: see how to prepare your brief before ordering a logo (in French).
When you can skip it
For a very simple wordmark (a name in a chosen typeface), the sketching phase can be short, even done directly on screen. Even then, a quick sketch of the spacing and proportions stops you getting locked into the first solution that comes along.
Frequently asked questions about drawing a logo by hand
Can a hand-drawn logo be used as it is?
Rarely. A scanned drawing is an image (pixels): it goes blurry when enlarged. It has to be redrawn as a vector file to be usable on every material.
Is a hand-made logo more original?
Often, because it starts from an idea of its own rather than a template. Originality mostly depends on the quality of the design work, though, not only on the tool.
More questions about logo design
How Many Colours Should a Logo Have?
In practice, an effective logo uses one to three colours: more legibility, more consistency, fewer printing headaches. Read the article →
Should You Put a Tagline in Your Logo?
As a rule, no: keep a main logo without a tagline, and a version with a strapline for large materials. Read the article →
Can You Use a Gradient in a Logo?
Yes, as long as you don't depend on it: the logo must exist flat first; the gradient is just a digital option. Read the article →
How Do You Test a Logo With Your Customers Before Approving It?
Show the logo for five seconds to a few customers from your target, then try it on your real materials before approving. Read the article →
How Do I Choose a Logo Style Suited to My Industry?
The style depends on the visual codes of your industry (colours, shapes, tone) and your positioning within that industry. Read the article →
How Do I Know if a Logo Is Trendy Versus Modern?
A trendy logo follows the fashion of the moment; a modern logo stays relevant without following it. Five signs give away a dated logo. Read the article →
What Are the Key Elements of a Professional, Memorable Logo?
A good logo combines five qualities: simple, memorable, timeless, versatile and relevant to the business. Read the article →
See all questions about logo design →
My take as a designer
Almost always, the idea of a logo is found on paper, and the precision on screen. I keep drawing by hand because that is where ideas can be tested fastest, and because the final logo, vectorised by hand, keeps the trace of a real choice of form.
The pencil is for searching; the computer is for keeping your word.
To sum up
Starting from hand sketches lets you explore more ideas, faster, and get a logo more personal than an assembly of templates.
The final logo must then be redrawn as a vector file so it stays sharp at every size.
Even if you can't draw, a precise brief gives the designer something to work with.
