How to create the perfect logo for your business

Nowadays, you can find logo design templates with a simple search. However, your logo is not just a pretty design, it’s one of the most important elements of your brand identity. Often, it’s the first impression people make of your business – ideally, setting the bar high for deeper brand engagement down the line.

The goal of your logo design is to encapsulate the message you want to convey, the public persona or personality you hope to project, as well as the values that make your business unique.

That sounds like a tall order, right? Well, yes it can be, but it doesn’t mean to say that your logo needs to be complicated to be effective. Some of the most instantly recognisable logos are made up of a set of very simple graphic elements – take Nike, Virgin and Apple for example.

There’s no rushing your perfect logo

There are many ways to design a logo. But we recommend giving yourself some time to consider what it is you want it to convey, and how things like graphics, colour and font can help you to get your message across.

We get it, creating your company logo can be a daunting task. After all, it’s the face of your business, right? To help, we’ve prepared some guidelines. First, let’s consider the following questions to steer your thinking in the right direction.

  • How will your logo influence your brand’s perception?
  • How will you know if your logo serves its purpose?
  • How will your logo stand out and show your unique style?
  • How will you choose your colours, font and shapes?
  • How can you make it memorable?
  • How will your logo build trust?

Don’t worry if you don’t have all the answers right now, your designer should be able to work with you to draw these things out during the design discovery stage.

When you’re trying to create the perfect logo for your business, it’s easy to feel overwhelmed. But remember it’s a process, and just like painting a picture, you make one brush stroke at a time. Here are 4 key steps to creating the perfect logo for your business.

1. Start with an idea of what your brand is about

The logo design process is a lot like painting a picture. You start with an outline first, an idea of what the brand is about; Do you want to convey a certain message? What does your business brand stand for? What is your brand’s mission?

Once you’ve figured out those questions, you can start thinking about how each idea relates to each other, and how they can be expressed visually. Once you have been able to communicate this to your designer, they will have what they need to start putting the initial detail into your picture.

Here are 5 questions designed to help you communicate what you want from your logo.

  1. What do you want customers to think and feel when they hear your name?
  2. What do you want your logo to communicate?
  3. How will your logo reflect your values and business goals?
  4. Who are your target audience / demographic?
  5. What are the main reasons your target audience might choose your company?

If that’s helping to get your creative thinking going, you can download our Logo Inspiration Design Guide for more important questions to communicate to your designer.

2. It’s time to explore some concepts

This is where the real fun begins, as it’s time to see how your values, goals and brand mission can be expressed in a visual way. Your designer will share some concepts using colours, shapes, graphics and fonts to communicate what your brand represents.

At this stage you want your designer to tell your brand story back to you using imagery. This is where you will begin to see your logo come to life.

Each concept should use a combination of shapes and colours to help convey your brand message. For example, using greens can represent a calming quality, while reds and oranges can be more energised, action orientated messages.

This doesn’t mean that your logo has to be colourful to convey your message though – after all, some brands use very simple designs that focus on typography alone.

The key is to see it from your client’s point of view, to think about how your logo will make people feel when they see it. It’s your customers you need to impress, so if you would like to conduct some research, try sharing it with someone who fits your ideal customer demographic.

3. Your logo starts to come to life

Now that you’ve got a good idea of what you want, it’s time to refine the design so it starts to form your bigger picture, it’s time to get specific.

This is where the time you took to communicate your brand’s personality, style, and values will begin to bear fruit. At this point, your logo will be close to the finished article, as it incorporates all the concepts that tell your brand story.

The shapes, colours and font should all be working together to address the following questions:

  • How does it represent my brand?
  • Will the colours resonate with my target audience?
  • Is it memorable?
  • Will the design work in other formats (on clothing for example)?

Remember, this is the time to refine your design. So, if you can’t answer all the above questions satisfactorily, then some revisions will be required. But at this stage these shouldn’t be sweeping changes. Again, feedback from your target demographic can really be helpful.

These final revisions will give your logo the finishing touches, so be specific and be patient. Achieving a design that ticks all your boxes is well worth putting the time in – and will help build a strong brand from the get-go.

4. Logo ready! But stay on brand

Congratulations! After the final few revisions have been completed, your logo is ready to share with the world. But wait, how do you maintain a consistent brand experience, especially if your shiny new logo is used by a third party?

To maintain a consistent brand experience across all your customer touch points, we need to talk about file formats and brand guidelines.

Your finished logo should be versatile enough to work across different mediums – from print materials like business cards and brochures, to digital formats like websites and emails – consistently conveying the brand message about who you are and what you do.

To accomplish this, your finished logo should be supplied in a number of file formats that can be used for different purposes. Including:

AI – The original editable file of the artwork.
EPS – Used for billboard advertising. Postscript printers use this format.
PDF – Used for screen printing and a variety of other printing requirements.
SVG – Great for using on websites as it has a low file size and retains quality even when scaled.
PNG – Compresses really well and can be used on social media and a variety of other image based uses.
JPG – Very user friendly and works across multiple formats.

Additionally, we recommend creating brand guidelines to provide clear directions on how your logo should, and shouldn’t be used.

Your brand guidelines document will detail your brand aesthetics, and direct how each of the following brand assets should be presented.

  • Your logo
  • Brand colours, your primary and secondary colour palettes
  • Content style, tone of voice, personality
  • Social media messaging style guide
  • Business card & letterhead layouts
  • Email signature design

These guidelines can evolve as your business grows, but this will give you a strong starting point to build a consistent brand experience.

Your logo should evolve with you

As you and your business grows and evolves, so should your brand with it, including your logo. A fresh look to your logo will reflect how your vision and mission is changing. It will also help you respond to significant trends that ensure that your brand is still relevant.

When your logo evolves over time, it will show customers that you’re dedicated to moving forward, by responding to change and improving their experience as you stay true to what makes you unique.

In conclusion, your logo is the first thing people see when they interact with your brand, and should reflect what you do and what you value. A good logo will stand you in good stead for years to come, by elevating your credibility and trustworthiness. So, time taken to get it right from the start, is time well spent.

If you’re in the market to create a logo to fit your new brand, or looking to redesign your logo to better represent who you are, then take a look at our Logo Inspiration Design Guide. It includes over 130 logo ideas to help get your creative juices flowing. You can download the free guide here.


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