The goal of a creative process in graphic design is to channel time, energy and creativity in a direction that is in line with a particular project’s needs. By its nature, creativity can be hard to harness into a predictable and linear set of stages, but it is of enormous value to do so. A good creative process for logo design and branding greatly improves the opportunity for a successful outcome in a reasonable time frame. The creative process defines and controls costs, time, effort, direction, responsibility, expectations, conversation, collaboration, and goals. Without a creative process, you are shooting at a target in the dark.