Designing a good logo often requires involvement from a marketing team teaming with the graphic design studio. Before a logo design, there must be a clear definition of the concept and values of the brand as well as understanding of the consumer or target group. Broad steps in the logo design process include research, conceptualization, investigation of alternative candidates, refinement of a chosen design, testing across products, and finally adoption and production of the chosen mark.

Logos and their design may be protected by copyright, via various intellectual property organisations worldwide which make available application procedures to register a design to give it protection at law. For example, in the UK, the Intellectual Property Office (United Kingdom) govern registered designs, patents, and trademarks. Ordinarily, the trademark registration will not ‘make claim’ to colors used, meaning it is the visual logo design that will be protected, even if it is reproduced in a variety of other colors or backgrounds.