A professional logo designer first tries to get the hang of the client brief and develops a story following that. Next, he unlocks words that align with the storyline and then designs sketches for those chosen words. He even conducts market research and analysis for inspiration; next, the illustrations get tested in the marketplace, followed by feedback and iterations. Now is the time for layout development employing free design software tools and chosen colors and fonts. And lastly, revision, refinement, and finalization of the logo happen.