Your logo design portfolio is your gateway to landing dream clients and showcasing your creativity. But how do you start Building a Logo Design Portfolio That Gets You Hired? We guide you through this daunting task.
Whether you’re starting out or refining your existing logo portfolio, this guide will walk you through every step to build a logo design portfolio that impresses and attracts the right clients.
Table of Contents
Why a Strong Logo Design Portfolio Matters
Your logo design portfolio is more than a collection of logo projects—it’s a tool that demonstrates your skills, creativity, and ability to solve branding challenges. Clients don’t just want to see visually appealing logos; they want to know you understand their brand vision and can deliver results.
Think of your logo design portfolio as your visual résumé. A well-curated portfolio highlights your best work, shows versatility, and provides insights into your creative process. It helps clients feel confident in choosing you for their logo design projects.
For example, imagine a client looking for a logo designer for a modern tech start-up. If your logo portfolio includes sleek, innovative logos for similar industries, you’ll stand out as the obvious choice. A strong portfolio opens doors to new opportunities and long-term partnerships.
Choosing the Right Logo Design Projects for Your Portfolio
Not every logo design project you have designed belongs in your portfolio. The key is to showcase only your best and most relevant logo design work. Quality always outweighs quantity, so aim to include around 8–12 carefully selected logo design projects that demonstrate your skills and versatility.
If you’re targeting clients in specific industries, focus on those. For instance, if you want to work with hospitality brands, include logos for restaurants, hotels, or cafés.
On the other hand, if you want to remain versatile, show logos across various sectors, from tech to fashion.
When curating your logo design portfolio, always ask yourself:
- Does this project reflect my current skill level?
- Does it represent the type of work I want to attract?
- Does it tell a story about my creative process?
Remember, carefully chosen logo design projects for your portfolio leaves a lasting impression and attracts the clients and type of work you are looking for.
There is no magic number, and you shouldn’t use your portfolio to archive your entire projects, be smart and strategic with your selections.
For example I had a wave of IT companies I designed for due to my background in IT and connections I have which lead to a lot of IT company design work.
I did a project for a beauty and hair salon which through a few referrals led to several more projects in that industry.
That’s amazing, and I’m very grateful but I don’t want to show them all as I don’t want my portfolio crammed with these two industries.
There are designers who like to work and specialise in a certain industry, and that’s fine if you want to do that, but I like to work with different industries.
How to Showcase Your Logo Design Process
Clients love to see how you think. Including your logo design process in your portfolio adds depth and credibility to your work. It shows that your logo designs are not just aesthetically pleasing but are also rooted in strategy and creativity.
Here’s how to showcase your logo design process effectively:
- Start with the problem: Briefly explain the client’s challenge or goal.
- Show your sketches and drafts: Include rough logo sketches or early digital iterations to highlight your brainstorming process.
- Explain key decisions: Share why you chose specific colours, typography, or shapes. For example, you might say, “The blue symbolises trust, while the sharp lines represent innovation.”
- Present the final logo: Wrap it up with the polished design and a mock-ups in real-world setting (e.g., on packaging, clothing or a larger scale billboard).
This transparency builds trust with potential clients, as they can see how you approach problem-solving and decision-making.
Building an Online Logo Design Portfolio
In a digital internet driven world , an online logo design portfolio is essential. It’s how potential clients discover your work and assess your skills. Platforms like Behance, Dribbble, or a personal website are perfect for hosting your portfolio.
Here’s how to make your online logo portfolio shine:
- Keep it simple: Use a clean, professional design that prioritises usability.
- Optimise for mobile: Over half of web traffic comes from mobile devices, so your portfolio should look great on all screens.
- Include an “About Me” section: Share your story, skills, and what makes you unique as a logo designer.
- Add SEO keywords: Use terms like “modern logo designer” or “branding specialist or expert” to help clients find you online.
Regularly update your logo design portfolio to keep it fresh and relevant. An outdated portfolio can make you seem inactive, even if you’ve been busy with projects.
Example: How I Show My Work On My Website
Now I don’t claim to be an expert in the psychology of how a design piece should be shown, but I’m in business and it’s working for me, and the young designer I helped which I’ll discuss later.
Website Portfolio
The most important element you should be working on is your own website portfolio.
Your own space! – Always make this your focus! – You own this space!
You will always be tweaking this over and over again until you hit a sweet spot that you will notice when you start getting plenty of inquiries.
I originally started with just the case studies section, I later added the logo portfolio to clearly display the marks more, and they also link to the relevant case study.
The reason I did this was because I got a client who said to me:
“I can’t see many logos in your case study section”
I thought
“That’s strange it’s full of them plus full identity designs”
I asked the client are you clicking on the individual case studies to look at them and he said.
“no I was just scrolling through.”
It hit me! I don’t mean this nasty but some users are lazy and they just want to see something on one page, so that’s the reason I created the logo portfolio page.
In the end the client turned out to be a good client and it helped me realise this as different clients want to see different things – my advice is give it to them and cater for individual users!
Some users want to head right to the logo section and just see logos and scroll, even clients who end up having a full identity design.
Others want to head straight into the case study section and read them from top to bottom.
It took me a couple of hours’ worth of work making this change on the site that now results in more clients – It’s a win-win!
*TIP – Use whitespace to help elevate your work. It’s clean and provides visual breathing room for the eye.
Whitespace is an important element of design for good reason. Use it in your logo design portfolio!
Writing Logo Design Case Studies to Highlight Your Expertise
Case studies are the secret sauce of a standout portfolio. They give clients a behind-the-scenes look at your work and demonstrate your ability to deliver results.
Here’s a structure for a winning logo design case study:
- The Challenge: Summarise the client’s problem or objective.
- The Solution: Explain your approach, including logo design concept choices and strategy.
- The Results: Highlight measurable outcomes, such as increased brand visibility or client satisfaction. People love success stories.
For example:
- The Challenge: A start-up business needed a bold logo to stand out in a competitive tech market.
- The Solution: I designed a sleek, modern logo with vibrant colours to convey energy and innovation.
- The Results: The rebrand led to a 30% increase in brand recognition within six months.
Even if you don’t have hard data, a testimonial from the client can add credibility to your logo design case studies.
Common Mistakes to Avoid in Your Logo Portfolio
Building a logo design portfolio comes with its pitfalls. Here are some common mistakes to steer clear of:
- Overloading with projects: Too many logo designs can overwhelm viewers and dilute your strongest work.
- Skipping context: A logo without an explanation is just a fancy picture. Provide background and reasoning to give your work more impact.
- Neglecting mobile optimization: A poorly designed mobile portfolio can frustrate potential clients.
Keep your logo design portfolio clean, concise, and user-friendly to make a lasting impression.
Promoting Your Logo Design Portfolio to Attract Clients
An amazing portfolio won’t do much good if no one sees it. Promotion is key to getting your work in front of the right audience.
Here are some ways to market your logo portfolio effectively:
- Leverage social media: Share your logo designs on platforms like Instagram, LinkedIn, or Pinterest, and use relevant hashtags to increase visibility.
- Network actively: Connect with industry professionals and share your portfolio with potential collaborators and clients.
- Engage in design communities: Platforms like Reddit, Dribbble, or design-focused Facebook groups are great for showcasing your work and gaining feedback. Join my Substack community.
Finally, don’t forget to include a call-to-action on your portfolio. Make it easy for clients to contact you with clear links to your email or a contact form.
Example: Showing Work on Social Media
*Note – You don’t need to have thousands of likes and comments for a piece of logo design work on a certain platform for it to be attractive to clients and be a magnet for inquiries.
In the below videos I’m using the project Hothaus not only was this project fun and the client was a dream to work with, but it’s one of the projects that also gets me compliments from prospective clients due to its simplicity, meaning, and execution.
Behance – World’s Largest Creative Network to Showcase Your Project
First up is Behance, always make sure you clearly title your project so people know what it is, in this case it’s a logo and identity design for the company Hothaus.
I like to show the process and tell a story when going through the project. I would like the viewer/potential client to experience the project from the initial concept sketches through to completion.
I clearly state the main goals, and the solution giving information into the project.
I may have shown more images than needed in this Behance piece but i did go back and add extra when i started getting good feedback from it.
*Tip – You don’t need to show every image on Behance you have displayed on your own website portfolio. It was my choice to add them as I explained above.
To end off the project i display the client’s feedback, thank the person for viewing the project and direct them through to my website where the full case study is available.
Dribbble – Sharing Design Work in Progress One Shot at a Time
I like Dribbble, and the only reason I have not got a pro account is because I don’t really need one as I get plenty of organic enquiries.
*Hence the reason for this post – Own your own space!
I’m getting a little more creative with my Dribbble shots! As they are known. I see myself doing this more in the future.
I have tried to focus on the process of the mark with this image and a few others I have for this project to mix it up a little.
Even though it’s a single image I include plenty of information about the company and project and rebound each shot (link them together) if you don’t know the Dribbble lingo.
At the end I mention my website portfolio to view the full case study.
Instagram – A Visual Platform to Showcase Your Work
I have not really used Instagram to display my work. I use it mainly for Book Reviews and Designer Interviews, but I do receive inquiries from time to time, and the last project I got through Instagram was quite a fairly big budget so I thought it was time to start displaying work there.
Again using the Hothaus project and designing an image similar to the Dribbble image focusing on process.
Instagram does not allow you to insert links within your posts (Yes! it’s to keep you on the platform is my guess)
Keeping it short and sweet and letting the image be the focus, I have included a short description of the image, as mentioned its tricky linking to your website portfolio within your post, but it’s possible to include a link in the bio and direct users to the logo design portfolio section.
I use a linking service in my Instagram bio and include a link directly to my website portfolio.
Within the image description I mentioned that the full case study is available on my website and the link is in the description under the portfolio section.
The user can then click the link in the bio, find the portfolio button to go directly to my website portfolio, and then click the project all within 3 clicks!
(And before you ask yes people will go and click the link and find it!)
LinkedIn – A Valuable Tool For Connecting With Other Professionals
The last one I’m going to show is LinkedIn, I’m quite active on LinkedIn and it’s great for gaining leads and engaging with people.
Besides sharing a post now and then with project work I have done, I also use the featured section to display work.
I create a photo grid layout, so I can post a single image, give it a title and description and again you can’t include a link but i do mention the full case study is available on my website and paste the link in. Some users will copy the link URL into their browser and go to the project others will find it on your website. It works for me!
Show Context! – Tell The Story, Show The Journey!
A good story and example to tell you!
Towards the end of 2019 I helped a young designer I know with his logo design portfolio and how to present his work online as he asked me for help.
He was really struggling and had his work online available for people to see through the likes of Behance and Dribbble etc but no personal website folio (He was none existent, and did not own his own space on the internet) his whole presentation and funnel to his logo design work was not good at all, the work also had no context or behind the scenes look etc.
He was posting his work on social media with a link to Behance, and all the client could see was images and no context on the project.
Why Was He Not Getting Logo Design Client’s?
He could not understand why people were not even contacting him, let alone would not hire him!
It was nothing to do with his work as it was really good!
Don’t Just Show, Sell Your Logo Design
“PEOPLE NEED TO KNOW DETAILS” – Don’t rely on images to do the talking!
They don’t just want to see pictures, yes they may be pretty and the logo design work looks awesome, it could even be the best piece of design work you have done in a long time, but not knowing why you did it, and the reasons behind the design direction and why you made those choices is pointless!
Sell it to the viewer to make them understand it, make them appreciate what it is, and why it is! e.g.-
- Who is the client, what do they do?
- What is the problem the client was having?
- Why did they commission you to begin with?
- What happened? Why did you do this?
- How did you arrive at that concept?
- The challenges and goals?
- How did it solve the problem?
- Client thoughts and feedback!
They also want to see a personal portfolio, not just the free online ones.
Create Your Own Website – Own Your Space!
Most of my clients come from either referrals or they find me through my website organically when searching online, on some occasions a prospective client may find me on Behance or Dribbble and other social platforms such as LinkedIn or Instagram, but most of the time they will click through to my personal website portfolio and contact me there.
*Tip – With each image you share on a social media platform make sure you link back to the project case study on your website,
The point is perspective clients want to see a personal website, not just the work on a portfolio platform, they already like the work they are now in the validating stage…They want more information as they are interested!
Give people what they want!
Its fine to show your work on Behance, Dribbble and even Instagram, Twitter etc. but provide a link to a full case study and show context!
I worked with this young logo designer who had no website at all to get his website up and running, writing case studies for his past projects, presenting his work on social to better drive engagement, and his communication with clients to get better briefing information so he could propose a lot better to them.
Within a month of doing all this he landed three projects all on a higher budget than he was originally aiming for.
He was really happy, and I was that I was able to help him do this, and it got me thinking about the simple things that are not fully clear to new designers when starting out that are indeed holding them back.
We have all learnt something the hard way and it’s unfortunate but in the long run it’s the most effective way of learning, and making sure we don’t do it again.
But if there is someone out there who can give us some advice and prevent that tough time of dealing with bad situations, and save us some time in doing something more effective then it’s worth the time in getting this advice!
And that’s my goal for this article!
If you are just starting out, focusing on your own space is your primary focus, as you own it! The other stuff like Behance and Dribbble etc is just an extra avenue to display your work.
Step out of the mind-set of thinking likes and shares matter, or you need to impress other designers.
You need to own your own space! likes and share don’t pay the bills, neither does impressing your peers!
Final Thoughts On Building a Logo Design Portfolio
Building a logo design portfolio is an ongoing journey, not a one-time task. By curating your best logo design work, showcasing your creative process, and promoting your portfolio effectively, you can attract clients who appreciate your talent and vision.
Remember, your portfolio isn’t just about the logo designs—it’s about telling your story as a logo designer and building trust with your audience.
Start building (or refining) your logo design portfolio today, and let it become your ticket to exciting opportunities and creative growth!
Some Articles You Will Find Helpful:
- Creating a graphic design portfolio – https://www.thelogocreative.co.uk/steps-for-creating-the-perfect-graphic-design-portfolio/
- What to include in your freelance portfolio (except the obvious) –https://www.thelogocreative.co.uk/what-to-include-in-your-freelance-portfolio-except-for-the-obvious/
- How to write the perfect freelance case study –https://www.thelogocreative.co.uk/how-to-write-the-perfect-freelance-case-study/
- Structure logo presentations – https://www.thelogocreative.co.uk/5-tips-to-structure-your-logo-design-presentation/
- How To Present Logo Design and Identity Projects to Clients –https://www.thelogocreative.co.uk/how-to-present-logo-design-and-identity-projects-to-clients/
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Author Bio
Andrew Marriott is the owner and founder of The Logo Creative™. He is an award-winning designer with over two decades of experience designing logos and specialising in branding for companies worldwide.
FAQ – Building a Logo Design Portfolio That Gets You Hired
What is a Logo Design Portfolio, and why is it important?
A logo design portfolio is a curated collection of your best logo design work. It highlights your skills, creativity, and ability to solve branding challenges. A strong portfolio can impress potential clients or employers, demonstrating why you’re the right designer for the job.
How can I make my Logo Design Portfolio stand out?
Focus on quality over quantity. Showcase diverse projects, include case studies explaining your design process, and ensure the presentation is clean and professional. Highlight your ability to craft unique, memorable logos tailored to different brand identities.
What should I include in my Logo Design Portfolio?
Include a mix of completed logo designs, concept sketches, and case studies. Detail your design process for at least a few projects to demonstrate how you think creatively and strategically. Testimonials from clients can also enhance your portfolio’s credibility.
Should I create a physical or digital Logo Design Portfolio?
Both have their advantages. A digital portfolio is essential for sharing online and reaching a broader audience, while a physical portfolio can leave a lasting impression during in-person meetings or interviews. Consider having both to maximize opportunities.
How often should I update my Logo Design Portfolio?
Update your portfolio regularly to reflect your best and most recent work. Removing outdated designs and showcasing new projects keeps your portfolio relevant and demonstrates your growth as a designer.