Creating the Checkout Summit Visual Identity

When I first started working on Checkout Summit, I knew the logo couldn’t just be a random shape with a nice font. It had to speak to what the event stands for — clarity, simplicity, and quality content, without the noise.

So before hiring a designer, I took the time to draft a Brand Identity Document, where I laid out the goals of the event, the audience, the tone, the colors I had in mind, and a few logo inspirations. That doc became the foundation of everything.

What followed were a few rounds of back-and-forth, as we tested different ideas — some too bold, some too generic, others almost perfect. Eventually, we landed on a concept that felt just right.

In this post, I want to share that full process: from the first brief to the final logo stylesheet. It’s a behind-the-scenes look into building a brand from scratch.

Starting With a Clear Vision

Before any sketches or mockups, I wanted to be intentional about what Checkout Summit would represent visually. So I wrote a short Brand Identity Document — a guiding brief for the designer that outlined not just colors and styles, but the essence of the event.

It covered the target audience, tone of voice, key values, and some rough visual inspiration. This helped set the direction early and gave the design process a solid foundation to build on. Here’s the exact document I shared:

Finding the Right Designer and Kicking Things Off

After finishing the Brand Identity Document, I shared a quick message in the Business Bloomer Club Slack group to see if anyone could recommend a designer. Within a few hours, I had a promising lead — someone with a clean, minimal style that aligned with what I had in mind.

I reached out immediately. We had a brief exchange where I explained the nature of Checkout Summit, shared the identity doc, and outlined my expectations: I wasn’t looking for a full branding agency or an elaborate process. I just wanted a well-thought-out, versatile logo — something minimal, professional, and scalable — along with a basic brand identity guide.

I asked for a custom quote based on a specific setup: three initial logo concepts, and full design files only for the final pick. It was clear, efficient, and budget-conscious. They understood the assignment right away, and after agreeing on price and deliverables, we kicked off the project without delay. It felt like a good match from day one — and that early alignment made everything smoother going forward.

The First Concepts and Honest Feedback

About 3 days later, the first logo concepts arrived — four initial designs instead of the three we agreed on, which was a pleasant surprise. Each one took a different direction: some focused more on text, others explored abstract checkout-related shapes, and a few experimented with color in unexpected ways.

As soon as I opened the file, I had mixed feelings. On one hand, it was exciting to see Checkout Summit start to take visual form. On the other, none of the concepts quite hit the mark.

One felt too corporate, another too playful, and a couple leaned too far into generic tech vibes. Still, there were strong elements in each — enough to work from.

I sent back detailed feedback, explaining what I liked, what didn’t work, and where I thought we could improve. It wasn’t a no — it was more like: we’re getting closer:

Thanks for your work. Some feedback re: the 4 logos, using the same numbering.

1) I don’t like it. Not a big fan of the font and the icon inside the “C” has no meaning, it doesn’t tell me much. Let’s discard this

2) This is probably my fav. I like the color palette. What I would like to see is a different font, because the one you used is too “plain” and doesn’t go with the icon on the left. Can you provide maybe 2 or 3 font alternatives using popular Google Fonts to see if it “looks” better?

3) This is not too bad. It’s a contender. The icon from 2) looks much better, but I will ask colleagues and friends about this as well. Here, also, I’d like to see some font variation, because the one you used is (?) the same as 2 and I don’t particularly think it’s on target

4) This is the most “extreme” design. People can like it or hate it. I will use this as a contender. I like the colors, I like the font, maybe it would be nice to see the icon to the left of the logo because it’s missing here.

Do you think you can work on giving me more font alternatives for 2) and 3), and include the icon in 4)?

Once this is ready I’ll do a poll and we’ll see which one is the best, and if a further little revision is necessary.

The First Revision: Sharper and Smarter

A few hours later, the designer came back with a refined set of three options, this time organized into a clear comparison table. Each concept included a primary logo, alternate lockups, and a few font variations to test the mood and tone.

Visually, it was much more focused than the first round. One design in particular stood out — it had a balanced icon, clean typography, and a more confident presence overall. I could tell we were narrowing in on something that felt aligned with the event’s tone: professional, but not boring; modern, but not trendy.

I appreciated how the feedback was taken seriously — the unnecessary complexity was stripped away, and what remained was more considered and intentional. This revision felt like the project had real momentum, and for the first time I thought: we might already have a winner here.

Final Tweaks Before the Finish Line

At that point, I had a clear favorite, even though I wasn’t entirely confident about every detail yet. It struck the right balance between simplicity and personality, and it felt immediately usable across all the places the logo would need to live. I just had a few final requests before signing off.

First, I asked for the font name — always good to know for future use. Then, I suggested a few minor tweaks: increasing the space between the icon and the text, softening the color of the text so it wouldn’t be pure black (something a bit more refined pulled from the icon palette), and testing an alternate layout where the icon sat between the words “Checkout” and “Summit.”

I wasn’t convinced that layout would work, but I wanted to see it just in case. I also asked the designer to include the original version at the top for easy comparison. It was nearly there — just needed a bit more polish.

Locking It In and Receiving the Final Files

After reviewing the final round of tweaks, it was clear that the original choice — with just a touch more breathing room and a softened text color — was the one. It felt polished, flexible, and true to the identity I had imagined back when I wrote the brand doc. I confirmed the selection, and within a few hours I received the complete package: the final logo in all necessary formats (horizontal, stacked, icon-only), versions on light and dark backgrounds, and a beautifully organized brand stylesheet.

The document included font details, spacing guidelines, hex codes, icon usage, and even the gradients used in the mark — all ready to plug into a website, slide deck, or social graphic. It was satisfying to see everything come together so cleanly.

Checkout Summit finally had its visual identity — and it was exactly what I had hoped for: simple, sharp, and purposeful.

The Final Logo and What I Learned

The final logo now proudly represents the Checkout Summit across the website, social channels, and all event materials. What started as a rough idea became a fully-formed visual identity through clear communication, thoughtful iteration, and trust in the process. I wanted something minimal and professional, and I got exactly that — along with a versatile icon and a consistent brand foundation to build on.

I hope this behind-the-scenes look was useful to anyone working on their own branding, especially if you’re launching something from scratch. You don’t need a massive budget or a full rebrand — just a clear vision, a bit of structure, and the right creative partner.