When we started Second Funnel, the logo was literally two funnels. We moved to a design that was clean and abstract, but it still didn't feel right. It was missing a sense of personality. I think our latest design gets us there. Below is the design process I followed and the final design I landed on.
I wanted to keep the funnel metaphor, but lose the literal funnels.
First I looked on Dribbble for inspiration and put my favorites designs in one place.
Then I started sketching triangles in Sketch. I wanted to move from the literal to the abstract while still keeping the design friendly and approachable.
Next I pulled color pallets from the inspiration designs and started playing with the hue, saturation, and brightness to get to something I liked. I wanted it to feel smart and friendly.
I got to the final design by experimenting with different fonts, layouts and color combinations — on both white and solid backgrounds.
These are the final versions of the logo that are now in use on our websites, letterheads, and business cards.