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  • Writer's pictureSarah Bryce


Getting it All Started...

1.) Your logo should ALIGN with the business you deliver-

It should clearly express what your service IS, and communicate the brand of your company.

2.) It should reflect your PURPOSE- What is the story and inspiration behind your business? Your Mission?

Customers are more likely to trust a brand when they understand what the direction of the company is and connect to the feeling the brand portrays.

3.) It should target your AUDIENCE- Define your customer, and your brand "category", then create your brand to attract that customer. Make sure your color, style and design "theme" is appropriate for the look and feel of your product.

4.) It should be UNIQUE- Consider how you can stand out from your competitors' logo/branding. Don't be a "copy-cat". Consider an illustrative logo , which can be a great way to stand out from the "sea of competition", being harder to copy- accidentally or intentionally!

5.) Design with colors that MATCH your brand- There is a science behind colors, which modern graphic designers effectively use. Certain colors actually provoke certain emotions. Blue conveys trust and reliability, where green conveys health, nature and finances, for example.

6.) Design with FONTS that carry that same "theme" or "mood"-

If the choice of typeface does not speak for your brand, the logo will send wrong signals to your potential customers. It should match the mood, the audience, the style of the product you are promoting.

7.) The Palette is simple- 1 to 3 colors. 1 to 2 fonts. Simple logos are most memorable.

8.) Know your SCALING and logo USAGE before you start.

How do you want your logo used? A more complex logo can not be scaled down below 2 inches without losing “readability. Fine lines can appear like smudges. It can be hard to fit on a business card with other information around it. Do you want your logo on a pen or stitched on a hat? Then you want to stay simple or accept some limitations on how it can be used. Also you could consider a alternate-simplified version for smaller print uses.


Decide the best logo "TYPE" for your Logo design:

Knowing what to ask for, when you order your logo will save a lot of revisions and cost.

Here are the most common logo types designed:

1: The Emblem Logo-(badge/crest/shield) is a logo type that features text, a symbol, or imagery ( illustration) inside a geometric shape.

2: The Pictorial Mark (or "stylized image"without words ) - is imagery/illustration that is reduced to its symbolistic meaning.

3: A Wordmark Logo ( or Company Name Designed) - Is a Logo composed entirely of the company’s name.

4: Monogram Logos- are logos reducing your brand’s name to an acronym. Take the initials from each word of your brand’s name, and you’ve got yourself a logo.

5: Abstract Logos - made of an image without any letters. It’s a visual representation the feeling you want your brand to evoke.

6: Mascot Logos - Are illustrated characters that are cartoon-like and fun. This type of logo often acts as the “brand ambassador”of a business.

7: Combination Mark- Any combination of these main logo types!


Pinning down what you want for your company's logo design can be a little overwhelming....

But don't get discouraged!

TIP: Take time to write down your company's mission, your goals and the kind of people you want to serve will not only help you in building your company for yourself, but is a very natural way to spur inspiration for your logo.


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