Logo Design: Create The Perfect Logo For Your Business

February 1, 2022
Authored by:
Kari Amarnani

Your logo is the visual and mental backbone of your business.

It appears on everything from your website to your product packaging. It’s at the forefront of your branding, marketing strategies, and prospect acquisition. In other words, your logo reaches everyone who makes any contact with your brand, usually as the first impression of what your business is all about.

It has such a powerful impact, and you obviously want it to offer a favorable impression of your brand. With the right kind of guidance and resources, you can create your own logo that:

  • Reflects your business flawlessly
  • Stands the test of time
  • Imprints on user perception

The process of building a strong logo can be a little daunting, but with enough awareness and determination, you can create the best logo design for you and your needs that absolutely gets results.

In this guide, we are going to go through every aspect of the logo design process step by step.

Benefits of Designing The Right Logo

Designing a logo is one of the most important things new businesses must do to establish themselves and stand out from the competition while conveying a clear message to their desired audience. In this section, explore the five benefits of designing a great logo.

Finding The Right Type Of Logo For Your Brand

Different types of logos are suitable for varying needs and preferences. And you need to take a closer look at your business to figure out which one is best suited for you. In this section, explore the seven different types of logos and which one would be right for your business.

How To Design A Logo Step-By-Step

A strong logo creates instant recognition and helps you identify your customers (existing and potential). The bigger you build your logo, the better opportunities you'll attract for your business.

  1. Five steps to designing an impactful logo
  2. Four ways to edit a logo like a professional
  3. Four ways to optimize your logo for SEO

Choosing The Perfect Logo Background

Choosing the right logo background helps your design stand out, and it is the anchor that allows your visual to remain readable and easily understood.

  1. Three rules of an effective logo background
  2. Six types of logo backgrounds to choose from

Making The Most Of Your Logo Icon

Logo icons boast a powerful impact on the recognizability of your logo and your brand. It’s the foundation of the associations people potentially make about your business. In this section, explore five innovative ways to use your logo icon.

Looking At The Best Logo Makers For Businesses

An online logo maker gives you hundreds of options to choose from that you can edit and customize to fit your requirements.

  1. The pros and cons of using a logo maker
  2. How does LOGO.com give you quality logos at a bang for your buck?
  3. Four other online logo makers to consider for your business

Considering A Logo With Words For Visual Resonance

Logos with words (typographic logos) make it easier and quicker to get the brand name across and add another element to your logo.

  1. Three reasons to use logos with words
  2. Five requirements of a typographic logo
  3. Two kinds of logos with words
  4. Three ways to make a typographic logo work for you

Securing Your Logo Variations For Brand Versatility

Brand versatility is essential because as your business moves forward, so do your branding elements. You can’t stick to one variation. Your logo has places to be and people to meet, and it must be presented accordingly.

  1. Why is it essential for you to have different logo variations?
  2. Six kinds of logo variations to have in your arsenal

Having A Logo Redesign If You Need To Make Changes

Your logo should represent your brand personality and leave customers with a positive impression of your company. Yet, sometimes your logo just doesn’t seem to deliver that positive impression you desire. It may be time to make some adjustments.

  1. Three ways to know it’s time for a logo redesign
  2. Three things to keep in mind during the process
  3. Three methods to market your new logo design

Ways To Maximize The Use Of Your Logo

Your brand logo is the face of your business, and you don’t want to keep it on the bench. You want to feature it in all the ways and places that would eventually increase your brand recognition.

  1. Five places you need to put your logo on
  2. Three places you can put your logo on to reap its full potential

Creating And Pitching A Perfect Logo Design Brief

This is for clients and designers alike. How do you create a logo design brief that captures your vision to the designer? And how do you, as the designer, pitch the logo to the client properly?

  1. Three steps to create a logo design brief for a designer
  2. Five mistakes to avoid for your logo design brief
  3. Five ways to impress clients with your logo design pitch
  4. Three tips for a professional logo design pitch

Answers To Frequently Asked Questions About Business Logo Design

Designing a logo is an important step, especially when starting a business, and there are a lot of questions that come along with the designing process.

  1. Five frequently asked questions about logo design
  2. Five business experts on how they designed beautiful logos for their brand

Let’s get started, shall we?

5 Benefits Of Designing A Great Website Logo

Your website logo should invoke a positive emotion with your audience. It must advertise your values and the experience you provide to your customers.

An unprofessional logo will make people second guess your ability to deliver quality products and services. And that’s the last thing you want on your website of all places.

Your logo is a communication tool that will appear on your products, social media, website, official documentation, business cards, and more.

Therefore, it is visible to everyone in your company, stakeholders, consumers, and potential customers. With all that being said, it’s easy to see how your logo design can affect brand performance.

Here are some benefits of having a great website logo.

1. Tells A Story Of Your Brand

At the end of the day, what customers buy isn’t just a product or service, but a promise that their life will be made easier after the purchase. One of the ways you can do this is by evoking nostalgia. Some brands use typography in their logo design that resembles the trends of the childhood years of their target audience.

2. Helps You Explore Your Creativity

Your choice of color should, first of all, depend on your industry. Because there is an unofficial color palette for every industry, and you want to distance yourself from the competition, it can be tricky. But you can get ahead of the challenge by understanding your brand and the psychology of colors.

3. Allows You To Build Your Brand Identity

The typography, colors, and symbolism of your website logo can be used to build the rest of your brand identity. Once you pick those elements, you get to create a compelling story told through the design (hence, benefit number one). That brand identity should serve as a guide for all your future marketing efforts.

4. Promotes Brand Loyalty

The more people see your logo and products, the more trust they place in your brand. This is how you’ll build your brand authority and accessibility.

Once people fall in love with your brand, they’ll look for your logo on more products and will be more likely to try them out and get in touch. In that sense, your logo will help you build loyalty. That’s why it’s important to choose one logo and keep using it on all of your products and services.

5. Shows Off Your Professionalism

Standing out amongst your competitors with a “quirky” website logo is not the way to go, since it will appear unprofessional and make people doubt the quality of your products. Make sure your logo is made and tested by professionals. Your logo must first be accepted by designers before you ask your target audience for their opinions.

The importance of your logo design should not be underestimated because it holds so much power as a marketing tool, a way to build loyalty amongst your customers, and a differentiator that sets you apart from your competitors.

Finding The Right Type Of Logo For Your Brand

Your logo is almost always the first characteristic people notice about your brand, so a powerful and suitable visual can highly benefit your business. And you don’t have to put yourself in a box because there are different types of logos to choose from!

There is no one-size-fits-all principle here; different types of logos work depending on the kind of message you want to express to your target audience.

The 7 Different Types Of Logos

The seven different types of logos consist of abstract, combination, emblem, lettermark, mascot, pictorial, and wordmark. Here is a concise list to help you make your decision:

1. Abstract Logo


It relies on the audience to develop their own cognitive understanding of the visual. The success point of abstract logos is when the audience conjures a unified understanding of the logo. The meaning of the logo isn’t always evident; it’s about reading between the lines.

2. Wordmark Logo


Wordmark logos comprise only your business name and nothing more. Don’t be fooled by its simplicity. This logo may just be word/s on a canvas, but it is the incomparable choice for businesses that need to boost their memorability. There are no other elements to feast your eyes on, just the business name. It’s more powerful than you think.

3. Lettermark Logo


Lettermark logos take on a whole different identity. Instead of utilizing the full name, which can cause confusion and effort, the branding element specializes primarily in its abbreviation. It’s a clear and straightforward solution in communicating a lengthy brand identity. Basically, it’s a bite-sized, abbreviated version of your brand in a logo.

4. Pictorial Logo


Similar to abstract logos, pictorials rely heavily on the subconscious in a different way. Pictorial logos are creative outlets that don’t tell a brand story directly, but they have a vibrant spirit that subconsciously pulls people in. It’s about taking ordinary objects and incorporating stylized elements to them that make your business unique.

5. Emblem Logo


An emblem logo provides formal and professional energy to your visual branding. It often includes several vital details that you may only notice if you carefully inspect and observe the visual. Every aspect of the logo has meaning. All the elements in the logo, even the tiniest characteristic, must have significance to it.

6. Mascot Logo


A mascot logo comprises a character, person, or business spokesperson, usually someone with sentimental value. Having an ambassador for your brand, especially in a logo, is a unique method of communication that mentally inspires business values. It also expresses the business to be more meaningful, which resonates with people deeply.

7. Combination Logo

A combination logo is perhaps the most common logo you see. It consists of the typography (a wordmark or lettermark) and the visual element (a pictorial, emblem, abstract, or mascot).

The text and symbols work together to form a strong understanding of the brand. It’s the classic option as it achieves many benefits in one visual.

Introspect on the heart of your business, its core values, and how you want to project yourself to the world. Having a logo is one thing, but having a logo that genuinely reaches people is another.

How To Design A Logo Step-By-Step

So, how do you design a memorable logo? If you're at the stage of creating a company logo, you're in a position where you can impact how your customers perceive your brand.

And while it may seem like a simple task, knowing how to design a logo that helps you build a memorable brand requires a bit of effort. But once you know what makes you unique and what your brand is all about, it will be a lot easier for you to make design choices that complement each other.

5 Steps To Design An Impactful Logo

Here are five steps for designing a logo for your business that is scalable, flexible, and memorable.

Step 1: Start With Your Brand Story

Before creating a logo, take some time to craft your brand story. The way to do this is to stop thinking about what you do and start thinking about why you do it. The root of your story lies in answering the 'why,' and this gets translated into colors, typefaces, and the overall design of your logo.

Step 2: Study Your Competitors

Studying your competitors that fit within your brand guidelines gives you a different and unique insight into your industry. When you do thorough competitor research, you begin to understand how they built their brand, where you are in the brand-building process, and how to take things up a notch to exceed customer expectations.

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Step 3: Look For Inspiration

When looking for inspiration, don't limit yourself to just looking at other logos. While that can be a great starting point, try observing everything around you and soak up all the inspiration you can find. Once you immerse yourself in the logo design process, you won't even have to look for inspiration—it'll come to you.

Step 4: Know What Makes A Great Logo

Once you have your brand story and inspiration in place, the next step is to understand the characteristics of a great logo. Designing a logo that follows design principles and tells a story takes effort. But you can do it as long as you build a logo that:

  • Stands the test of time
  • Resonates with your audience
  • Utilizes simplicity
  • Boasts versatility

Finding the delicate balance between these four components makes all the difference.

Step 5: Be Mindful Of Your Color Palettes And Fonts

Your logo will be placed on multiple different backgrounds, which is why you need to think about your color variations. A good practice is to create a version of your logo for both light and dark backgrounds. This might mean changing the font's color, or it could also mean changing the color of your entire logo.

Choosing a font is an equally important decision. The font you choose can say a lot about your business. You could either go with serif (with stems on each letter) or sans serif (no stems).

4 Ways To Edit A Logo Like A Professional

Creating a logo might be simple, but learning how to edit a logo effectively is the challenge—and the potential rewards are astounding.

1. Maintain Your Brand Story

What is a logo but a visual depiction of the essence of your business? Look at the logo you have before you, and ask yourself, “Does this capture my brand story in all its glory?” You want your logo to express who you are, what you provide, and what you stand for. And to do that, you have to incorporate your story and message into the design.

2. Prioritize Simplicity

If you edit a logo to add more details, you defeat the purpose of the process as a whole. Logos are getting simpler and more straightforward for a reason. People tend not to remember overly detailed designs. They recognize minimalistic and impactful logos that manage to express the basics compellingly. Take this opportunity to let your creativity fly.

3. Avoid Using More Than 3 Colors

It’s a good idea to add colors when you edit a logo, but you don’t want to go overboard. You need to be cautious and selective with the number of colors in your logo, as adding too much hinders people from understanding it. As a general rule, your logo should not have more than three colors.

4. Ensure You Have The Right Fonts

Your typography and font of choice can say so much about your business, especially if your logo is a wordmark. Do some research and create several drafts on unique and legible fonts that you are interested in. Don’t sweat it if you don’t find the perfect one right away. Keep trying potential fonts with your logo, and you’ll know when you find it.

4 Ways To Optimize Your Logo For SEO

Once you have your logo, it's vital to follow some logo optimization standards and use them to improve your brand's visibility.

1. Use A Custom Filename

Logo optimization starts with the file name. Don't upload your logo photos with generic/generated file names. Consider, which name sounds more usable by search engines "logo.jpg/png" or "Company-Name-Color-Logo"? Even better, attach the main keyword to the logo file name.

2. Consider The Alt Text Trick

Alt text for images describes the image that search engines and screen readers can use to interpret the image on display. Alt text helps comply with accessibility standards and provides a small opportunity for logo optimization. The primary purpose of Alt text is for accessibility to screen readers. Your logo Alt text should be easy to read and understand.

3. Use Schema.org To Markup Your Logo

Schema is microdata you can add to HTML tags that let search engines know how to represent your web page data in SERPs. It's more or less organizational data for search engines. The best thing about schema markup is that you can tag one image on your site as your business's official logo, translating into increased rankings.

4. Avoid Large Logo File Sizes

An overlooked aspect of logo optimization is file size. Avoid uploading large image files and then displaying them in a smaller size. Instead, optimize images by compressing them for web use. This maintains quality while also uploading a smaller file onto the site.

Your logo is your visual pitch. So make sure it reaches and builds a strong connection with your audience.

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Choosing The Perfect Logo Background

When you are in the middle of creating a logo for your brand, you may wonder about the aspects that drive or hinder the design. Whether it’s the clarity, contrast, and even the imagery itself, your logo background acts as the backbone that structures all the elements coming together beautifully, provided that you choose a suitable one.

Are there specific rules to follow when choosing the right logo background template? Certainly! And they’re not as complicated as you think.

3 Rules Of An Effective Logo Background

These are the three essential aspects of an effective logo background template:

  • Use contrast to make your logo pop - Your logo background dictates whether your audience can easily understand it or not. Make sure that you employ the contrasts of your logo accordingly. If the elements of your logo are dark, use a white or plain background, and vice versa.
  • Remember your logo versatility - Before deciding on a logo background, you have to prepare and ensure that the design doesn’t interfere with other branding, marketing, and sales materials. Ensure that it doesn’t blend on any surface—it must stand out and shine proudly.
  • Choose your colors wisely - Choosing the color of your logo background correctly allows you to communicate specific ideas and beliefs. Colors organically spark a subconscious feeling in your audience, and your color choice for your logo background can shift the narrative.

6 Types Of Logo Backgrounds To Choose From

Choosing the right logo background is up to your preferences and understanding of your business and industry.

1. White

Source: Britannica

Choosing white is almost like choosing a blank canvas, which automatically provides you with good contrast to most colors, allowing the design to be as readable as possible. Not to mention, white enables the logo to sit perfectly on letterheads, envelopes, documents—anything white by choice or nature!

2. Black

Source: Wallpapercave

If you want to talk about standing out yet remaining classy, black wears the crown in this aspect. Choosing a black logo background works similarly to picking a white one—it’s neutral, and you get a great contrast with your design. It displays a stronger emotional impression.

3. Color

The Color Trends For 2021: Warm Comforting Hues And Bright Color Pops - The  Nordroom
Source: The Nord Room

Using a colored logo background expresses a desire to communicate more deeply with your audience. Brand colors help build trust and elicit certain emotions that customers can associate with your business. This is especially important for colored logo backgrounds, as it is the largest part of your design.

These are a few basic meanings and symbolisms of colors for your understanding:

  • Red: A sign of energy and passion. This color is highly attention-grabbing, leading to a boost of brand recognition. Red encourages users to take action and dive into the business. Effective in small doses.
  • Blue: An expression of quiet determination. Blue is a sign of integrity and trust. This color puts people at ease with an air of calmness and serenity. Some of the top brands in the world utilize blue in their logos.
  • Orange: This color represents a unique blend of motivation, friendliness, and adventure. Brands that use orange portray an outgoing and lively zest for life to their customers.
  • Green: A sign of prosperity, growth, and transparency. Adding a touch of green can symbolize reliability in your business, allowing people to feel as though they are safe in your hands.
  • Yellow: This color stands out by evoking feelings of stimulation and peace (opposing traits) simultaneously. Yellow can show customers that your business is one with a warm and inspiring atmosphere. Effective in small doses.
  • Purple: The color of mystery and sophistication. Purple represents curiosity and creativity. This color shows your audience that you are an innovative thinker and that your business is classy and high-end.

4. Pattern

A patterned logo background conveys innovative concepts and ideas, making a strong imprint for your brand and memorability. Patterns are almost like pictures, and people are more inclined to remember images effortlessly. Another perk is the uniqueness of it all; patterns are a dime a dozen. It can boost brand recognition due to its distinction.

5. Gradient

Source: The Verge

A gradient logo background can be beautiful when executed correctly. Essentially, your gradient background is an unexpected detail, implementing two colors in a backdrop template. Because of the frequency of elements in a single component, the logo should be simple enough not to overload the entire visual.

6. Transparent

This one is non-negotiable. Regardless of which logo background you choose, you need to have a transparent version of it ready and handy for all occasions.

This grants you immense logo flexibility, allowing you to bypass attaching and printing hurdles. You could place this logo on many different mediums with little to no hassle.

Your logo background can significantly alter and refine your design to make it feel complete. The best thing you can do for your logo is to have it flawlessly and effectively communicate exactly who you are and what you do.

Making The Most Of Your Logo Icon

If you see a logo with a cupcake as an icon, you’d know right away that it belongs to a bakery business. That’s precisely what choosing the right logo icon does for your brand. It is the foundation of the associations people potentially make about your business.

Over time, these collective associations transition to a valuable business asset, one that most companies desire with a passion: brand recognition. There’s a lot on the line here, so where do you start? Start here!

5 Creative Logo Icons To Consider

Regardless of your preferences, whether you’re going for literal or symbolic, you will surely find the perfect logo icon that makes your design shine the brightest.

1. Abstract icon

Source: Wikimedia

Abstract logo icons are one of the most common options as they leave much room for imagination and symbolic representations. These visuals are not merely swirls, curves, and lines on a logo—they are illustrations of something more profound.

2. Animal icon

Source: Wikipedia

Animal visuals activate a specific instinctual command in consumers’ minds, inclining them to take action. Not to mention, these logo icons are also relatively easy to remember. People have to work to remember abstract icons, but everyone already knows what a particular animal looks like. Building the association is where the challenge lies.

3. Emblem icon

Source: Wikipedia

Emblem logo icons evoke a sense of prestige and nobility. They are also loaded with details and elements, making them the perfect choice for a brand that has much to say. If you’re looking for an air of sophistication that stands the test of time, you can’t go wrong with the emblem.

4. Geometric icon

Emblem | Exclusive Product Stories | Toyota Brand | Mobility | Toyota Motor  Corporation Official Global Website
Source: Toyota

Whether circles, squares, or even hexagons, geometric logo icons are a versatile and popular option among many businesses with differing industries. They provide a sense of precision, stability, and accuracy. And let’s be honest, those are definitely qualities you want to be associated with your business.

5. Interactive icon

Source: Marketplace

Interactive logo icons get great results as they can engage and affect customers by eliciting a thought or an emotion. The challenge here is the construction of these icons. They require immense planning and cohesiveness. After all, you’re coming up with a logo icon that evokes a subconscious response.

As long as you continue to strive for the perfect logo icon of your business, no matter how long or strenuous the process gets, you inch your way closer to greatness.

Looking At The Best Logo Makers For Businesses

A logo maker is a fast, easy, and efficient way to get a great logo design for your business. However, there are so many best logo makers, so how do you choose one? Choosing the best logo makers for you solely based on speed and price may not be the best way to handle the process. Let’s dive into some other important factors.

The Pros And Cons Of Using A Logo Maker

What are the pros and cons of a logo maker? Let’s break it down!

The pros of using a logo maker:

  • They are budget-friendly
  • They are sophisticated and easy to use
  • They are available around the clock
  • They are fast and efficient
  • They can give you more designs in a minute than any designer could
  • Some logo makers offer a branding kit along with the logo

The cons of using a logo maker:

  • You may not always get the exact design that you're looking for
  • You have to put in a bit of work to customize your logo

Not to be biased, but it appears the pros clearly outweigh the cons. Even then, the cons can be minimized with efficiency and forward-thinking on the logo maker’s part. This brings you to why LOGO.com is one of the best logo makers to choose for your business.

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Why Is LOGO.com One Of The Best Logo Makers In The Market?

LOGO.com is an efficient and user-friendly logo maker that is your best designer friend. The tool was created with two solid foundational aims:

  • To reduce the back and forth process that companies have with designers about their logo design. LOGO.com anticipates the common discussions between the two parties and has an optimization that tackles these setbacks right away.
  • To save customers thousands of hours worth of research to study logo designs and understand what kind of logos work better in creating that connection with the user.

Some of the best logo makers today require the user to have some design sensibilities. However, LOGO.com has already processed this information, and it only gives you resources to design your logo that have proven to be effective.

Not only do you get a wonderful logo for a cost-efficient price, you also get:

  • Full ownership of your logo
  • A social media kit
  • Business card templates
  • Email signatures
  • Brand guidelines
  • The option to edit your logo
  • A free domain name
  • A website builder and hosting

4 Other Logo Makers To Consider For Your Business

Here are some other logo maker options to consider and how they compare to LOGO.com:

  • Looka - Looka has a great logo maker, but it is not optimal for users looking for a bargain. LOGO.com offers everything this platform has to offer at a more affordable cost— one where you can get way more than what you pay for.
  • Logo Makr - Logo Makr has dynamic selections for logo designs. However, speed and cost are significant factors. Receiving customized designs takes up to 24 hours, whereas LOGO.com has an average design time of 20 minutes.
  • GraphicSprings - GraphicSprings makes the logo designing process easy and intuitive with its simple interface. However, brand owners need more selection. It is best not to compromise quality designs for convenience and an easy structure.
  • Logo Garden - Logo Garden is a great choice for startups looking for a bargain. However, the design itself may not be state-of-the-art. LOGO.com allows any combination of elements to shine in a design while preserving quality.

Your logo can help you improve your business's recall value which can help promote word-of-mouth and strengthen brand loyalty. Nobody can know your brand as well as you do. We know you’ll make the right choice, and the right choice is LOGO.com.

Considering A Logo With Words For Visual Resonance

Some of the most memorable logos are nothing but text, like CNN, Disney, and the infamous NASA worm. Creating a logo with words isn't as simple as using a fancy font. Designers are limited with how much they can modify letters until they're not recognizable. Get ahead of that by incorporating text with your logo that packs a punch.

3 Reasons To Use Logos With Words

Logos that involve words, often called typographic logos, are a sound basis of logo design for various reasons. ‍

  • A lot of information in one place - When designed well, a typographic logo delivers the brand's name, colors, and motifs all in one go. ‍
  • Better brand awareness - When your company's name is the logo itself, it makes it easier for people to remember the name and the 'feeling' behind your brand. ‍
  • Easy to replicate - Whether on websites, letterheads, packaging supplies, and pop-up stores, logos with words perform well on just about all types of mediums, making it ideal for growing brands looking to spread awareness.

5 Requirements Of A Logo With Words

There are some fundamental things that every logo with words should do:

  • It clearly shows the brand name - The point of a logo with words is to show off the brand's name. The font needs to be legible and easy to read.
  • It ties in with other branding aspects - Your logo is central to your brand identity and is pivotal in its consistency.
  • It uses the right colors - Colors are crucial to your logo with words. When picking the colors of your font, remember that the font needs to be readable on all surfaces.
  • It works in both small and large sizes - Your font and the entire logo need to be readable on both ends of the scale, such as business cards and billboards.
  • It must be memorable - Being memorable is a fundamental principle of any logo design. Trends come and go. An edgy font that's eye-catching now probably won't stand the test of time.

2 Kinds Of Logos With Words

These are the 2 kinds of logos with words to consider for your business:

1. Monograms And Lettermarks

One of the most common forms of logos with letters is the monogram or lettermark. More often than not, these types of logos are used with initials. The acronyms of these lengthy company names have become their own identity. In nearly all forms of letter marks, you'll see one consistent design theme: simplicity.

2. Wordmarks And Logotypes

Simply put, a wordmark is the entire company's name spelled out and used as the logo. Depending on the length of your brand name and your design system, logotypes might be an ideal solution. Wordmarks are great for new businesses as it's a logo and brand name wrapped up in one neat little package. A lot of information is delivered in one go.

3 Ways To Make A Typographic Logo Work For You

Designing a logo with words can be a real challenge for even the most seasoned designer. There are many motifs and symbolism to get into a simple word or acronym for the brand to appeal to the right audience. This is how to make them work for you:

1. Study Your Competitors

It's common to assess your competitors when doing a product or marketing campaign analysis. However, it's also a good idea to look at your competitors and evaluate their logos. If they're also using logos with words, what do they have in common? Use this insight to improve your logo design.

2. Default To Simplicity

When in doubt, go back to basics. If your font is too intricate or challenging to comprehend, default to simplicity. Gradients and complex designs can distract from the message at hand and over-complicate the short, concise message that a worded logo needs to convey.

3. Keep Your Logo Design Versatile

Ensure the versatility of your logo by making sure it works in different formats. Your logo design should be recognizable at any size and in various formats. Reproduce your logo in a single color (black on a white background) and assess its appeal.

With experience, research and experimentation, you can create a typographic logo that ticks all the boxes and paves the way for your brand's image.

Securing Your Logo Variations For Brand Versatility

Let’s set the scene. You have an excellent logo, and it looks great sitting on your company website. Sooner or later, you may want to tap into other mediums of marketing, such as social media branding, business card designs, email signatures, etc. That logo on your website won’t necessarily be a good fit for some of these channels. What now?

This is where logo variations come in. You might think you only need one main logo to represent your business. Eventually, you’ll come to realize that you need multiple formats to keep up with various platforms for brand marketing purposes.

Why Is It Essential For You To Have Different Logo Variations?

The logo design on your company website has enough space to sit pretty and perfectly. But you can’t use that logo on Instagram, where you’d have a small and compact area to work with—it may not be readable to your viewers. And even if it is, it certainly won’t have as good a presentation as it did on your website.

All logo variations are designed to suit different platforms and channels, so you never have to break a sweat over the sizing and placements of your logo, no matter where you put it. More than that, it gives you versatility as a brand, which you can maximize to your branding and marketing needs.

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The 6 Kinds Of Logo Variations To Have In Your Arsenal

One of the most important things for your business is to have a set of logo variations that complement each other and solve different problems. Here they are:

1. Primary Logo Design

Your primary logo is the one that you widely use the most. It can also be defined as the origin of other logo variations. It’s a self-explanatory image of your brand, containing its illustration, wording, icons, and sometimes even location information.

2. Stacked Logo Design

There will be times where you won’t have all the space in the world to fit primary logos, but there’s still a moderate amount to work with. A stacked logo helps in this situation.  Depending on the orientation of the primary logo, a stacked logo faces another direction, one that might be more suited for smaller to average spaces.

3. Submark Logo Design

Think of a submark logo as a mini-me version of your primary logo; most of it is preserved but still redesigned for channels where a full main logo wouldn’t fit very well. The difference is that you may have to forego some aspects of your logo, keeping only the business name and icon.

4. Wordmark Logo Design

Wordmark logos are essential because they bring out the core perception of your business: your name. Your business name is what shines a spotlight on you. It’s what people need to remember the most to make the association to your products/services and other branding elements.

5. Icon Logo Design

Some logos don’t have an icon, but if your logo has one, that’s an added logo variation in your arsenal that may prove to be helpful in certain situations. If you’re reading this article on a desktop, you’ll find a tiny little brand icon on your browser tab. Those are called favicons, and they serve a single purpose: provide a branded touch to your website.

6. One-Color Logo Design

If you want to test your logo on its strength and effectiveness, this logo variation is an absolute indicator for it. A one-color logo has, well, one color. The point of this design is to provide a neutral visual that is simple and instantly readable on many various backgrounds and platforms.

Having logo variations is not a requirement, but it significantly boosts brand versatility, professionalism, authenticity, and pride.

Having A Logo Redesign If You Need To Make Changes

Your logo is an integral part of your brand identity. A well-designed logo helps with brand recall and communicates vital messaging to your audience. However, your logo can become dated, and you’ll need a logo redesign.

3 Ways To Know It’s Time For A Logo Redesign

How do you know it’s time for a logo redesign? These three indications suggest a change:

  • When your business evolves - Perhaps you've recently added a new line of product or service categories to your company or are now servicing a new business domain unrelated to your original segment. If your company has grown and evolved, it might be time to update your logo as well.
  • When you’re targeting a new audience - Let’s say your brand is a fashion label targeting people between the age of 20-30. Your audience base will be continually changing. Your brand needs to evolve to stay updated with the latest trends. When you find this happening, consider making adjustments.
  • When you have a dated logo - Most brands are identified by their name, slogan, or logo. Both the slogan and logo can age over time. The aesthetics tire and technological advancements could mean you need adaptive logos that work with modern devices.

3 Things To Keep In Mind During The Process

A logo will need a makeover as time goes on. When going in for your logo redesign, keep the following three points in mind:

1. Which Elements Do You Keep And Change?

Try incorporating subtle changes into your logo while maintaining its overall look. When you opt to change only a few elements of your logo, you give fresh legs to your logo without losing audience recall. If you feel you need to make sweeping changes, break up the changes over time and multiple iterations.

2. Are Your Customers Attached To The Old Logo?

Sweeping changes to your logo can often yield polarised opinions. Some customers may love it while others will hate it. By limiting the scope of the redesign, you will prevent polarized opinions. Once you finalize your redesign, test it with your consumers. Use focus groups with your consumers to seek feedback and be prepared to make changes.

3. What Is The Extent Of The Change?

It's not always easy to define the extent of change required in the redesign process. Does your logo need a tweak or two, or does it need a complete overhaul? Incremental changes are great when you want to make minor tweaks to ensure your logo looks up to date. Either way, it’s okay as long as you clearly express your goals.

3 Methods To Market Your New Logo Design

Here is a list of helpful tips to assist you in marketing your redesigned logo.

1. Create Buzz

Your objective is to create anticipation and buzz around your brand. You want to raise awareness and excite the audience. Ideally, start creating a buzz about three weeks from the actual launch date. That timeline gives you time to reach your audience.

2. Update Your Marketing Material

Before you launch the new logo, ensure that all customer-facing elements that carry your logo are updated. That includes products, packaging, website, brand stationery, etc. Identify the elements that require the new logo, and define your timeline to make the necessary changes.

3. Introduce The Changes On Social Media And Other Channels

Make sure you change the logo on all your social platforms and other marketing channels like your website. For example, you might write a blog post where you discuss the redesign process and explore the reason behind those changes. Most importantly, be prepared to address any concerns (positive and negative) on these channels.

If you decide you need a new logo, consider the elements you want to keep and change, customer attachment to the old logo, and the extent of the changes you want to implement. Finally, consider how you want to market those changes to your audience.

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Ways To Maximize The Use Of Your Logo

Having a logo is not enough. You need to consistently send it out into various public realms, telling the world that you are good and ready for business. If you’re consistent enough with the release of your brand logo, it becomes a unifying symbol of everything you do for your business.

The key is to place it in mediums where your target audience can find and remember it. If the logo gets enough exposure, chances are, people will think about you every time they see it.

5 Places You Need To Put Your Logo On

Your branding efforts deserve to go unwasted, so here are the places you need to put your brand logo to maximize its visibility:

  • Website and blogs - Having your brand logo on your website is a given. Let it also be a part of the About Us page, your missions, story, and bio—everywhere it would be even remotely relevant. If you don’t have a company blog yet, start one! Do you know what you get to display on every blog piece? Your brand logo.
  • Every social media platform - Great visuals are a significant aspect of social media, so much so that an awesome logo could compel viewers to check out your business. Social media branding is also a valuable link to engagements between you and your audience.
  • Business cards - Don’t underestimate the power of your brand logo on a business card. It’s a physical representation of your business and its branding. Every time you give it out, a little piece of your brand is out into the world.
  • Email signatures - An email signature is a great way to showcase your brand logo every time you send an email, which reminds them of you and your branding elements.
  • Products and merchandise - Let’s say you have an eCommerce business or any brand that ships out products and packages to customers daily. Don’t underestimate the power of having your brand logo on every product. It reinforces your branding in every buying experience.

3 Places You Can Put Your Logo On To Reap Its Full Potential

These options are optional, but they certainly boost your chances of getting your brand logo out there to reach more people.

  • Stamps and stickers - Do you have a high frequency of products and packaging rolling out? If you customize packing tape with your logo, it essentially becomes a part of every package you send to people. And with a stamp of your logo, you can officialize any informal document with your seal.
  • Promotional giveaways - As a business, there will be many opportunities for you to be out in the world sharing your expertise—events, organizations, campaigns, outreaches, and so much more. It doesn’t hurt one bit to provide guests with some giveaway to give them something to remember.
  • Stationary and envelopes - When you add your brand logo to envelopes and letters, you’re saying, “I’m a credible and legitimate business.” Use a black and white version of your logo (which you should already have) on these mediums, so they’re readable.

One of the most important things you can do for your brand is telling a consistent visual story. Sooner or later, these logos will have a place in your audience’s mind.

Creating And Pitching A Perfect Logo Design Brief

Several factors go into creating an ideal logo design brief and logo design pitch. You must ensure that your logo reflects the values of a business; it must have features, color, mood, and so on that matches the brand’s personality.

3 Steps To Create A Logo Design Brief For A Designer

The three simple steps below will guide you into writing the perfect logo design brief:

Step 1: Give Information About Your Company

It's preferable to start with the essentials rather than diving right into the aesthetic of your company's logo. Begin by providing background information on your business. This includes a business overview, slogan, goals, target audience, and competitors. As a result, a brief description of your business assists the designer in creating the ideal logo.

Step 2: Communicate Your Logo Design Preferences And Ideas

Specifying your preferred logo format can save you and your designer a lot of time during the design phase. This includes the design style, brand colors, fonts, and a mood board. In case you are not sure about the layout, you can look at some examples and share the ones that appeal to you. Your designer can do the same for you!

Step 3: Set A Budget, A Timeframe, And The Number Of Revisions You'll Need

It's essential to set a budget, timeframe, and revision limit and discuss it with your designer. Another thing to consider is if your designer charges by the hour or by the project. Then, ask them how many days it will take them to create your logo. You should also clarify your ideal number of revisions, given the budget and timeframe.

5 Mistakes To Avoid For Your Logo Design Brief

We learn by making mistakes, but your logo will be more successful if you limit them to a minimum.

  • Blindly following trends - Trends help give you ideas for how you might want to create your logo, but they fade fast and become clichés. You want your logo to be ageless.
  • Lacking research time - To ensure that your logo conveys the correct message, you must conduct thorough research. The more information you have in this situation, the better.
  • Ignoring your audience - Always keep your target audience in mind while writing a logo design brief so that you can create a logo that can grab their attention and inform them about your business.
  • Using too many fonts - Using too many fonts at once creates confusion and makes it hard for your audience to recognize your business.
  • Using too many colors - You should restrict your color palette to no more than three colors. A logo with too many colors will be cluttered, but one with two or three colors would be elegant and sharp.

Let’s move on over to the perfect logo design pitch!

5 Ways To Impress Clients With Your Logo Design Pitch

Mastering a logo design pitch takes years of experience and practice. Not to mention, there is a certain pressure of getting a logo design pitch right the first time to make a good impression and avoid frustrating your client (and yourself).

Let’s cover some ways you can ensure a smooth logo design pitch.

1. Take Time To Learn About The Company

Genuinely understanding the business that you’re pitching to can drastically affect your design process. It gives you an edge in knowing what they would respond to the most. Show them how the design will look on their merchandise, platforms, and other marketing materials.

2. Prepare Your Workflow Presentation

Try your best to make your client understand and trust this process. Your presentation is the vehicle of your vision, and it needs to drive to a positive result with scenic and meaningful paths on the way. It must have a gripping introduction, a meaty body, and a strong finish.

3. Tell A Compelling Story About The Logo Design

Your story must present a problem and a solution—that’s essentially what a logo is. How will this new logo solve the company’s existing problems? Explain the overall impact of the logo in a way that touches base with new beginnings and more profound methodologies. Instead of an executive-style explanation, consider leading with emotion.

4. Discuss Target Audience Response

Though it’s tempting (and somewhat expected) to present a logo design pitch for your client, you also have to construct it keeping their audience in mind. Every time you mention a characteristic or feature of the logo, mention the potential audience response to these traits. Always present a logo in the eyes of the audience.

5. Refer To The Criteria And Goals Of The Logo Design

Whatever feedback you get at this stage is an opportunity to either keep doing what you’re doing or take the constructive details and incorporate them into the presentation as you go. Plus, touching base in the middle reassures the client that you are mindful of their happiness and satisfaction.

3 Tips For A Professional Logo Design Pitch

The truth is, you’re not going to perfect the logo design pitch structure overnight. It takes years of practice and experience, and even then, you may face some hiccups and obstacles along the way. And that’s okay!

Here are a few tips to make your logo design pitch work in your favor:

  • Sell your logo design pitch affirmingly. Project to them that you know exactly what you’re talking about and have genuine faith in your idea.
  • Include statistics in your logo design pitch. You may be innovative, but businesses need to know that these designs are backed up with favorable results.
  • Be free with your bodily expressions and hand gestures. You are a part of the pitch just as much as the presentation is— paint them a picture.

Listen to your clients, and provide them with a design that speaks for itself. An effective logo design pitch is like a logo itself. It’s not about subtle persuasions— it’s confident and genuine communication.

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Answers To Frequently Asked Questions About Business Logo Design

Good design looks simple, but a lot goes on behind the scenes that don’t meet the eye. The most significant impact of a business logo design is that it provides a consistent visual identity across all your communication. It allows you to build a credible and reliable online experience for your customers.

The logo design process may sound daunting to accomplish, but you can do it! For some sense of reassurance, here are some frequently asked questions about building a logo for your business.

1. Is Logo Design Easy?

Logo design is not easy, but it can be with the right logo maker. For non-designers, the logo design process can get a bit intimidating. This is where logo makers come into play. At LOGO.com, we studied millions of logos to understand what works and what doesn’t. To design a logo, all you have to do is enter your business name and a slogan (optional).

2. How Much Are Good Logo Design Services?

If you’re working with a professional designer or agency, then logo design services can go upward of $500. A more reasonable option is a logo maker. With LOGO.com, you get a logo kit for as little as $20. Some plans include access to your logo files, a free domain name, full ownership of the logo, freedom to edit any time, social media kit, and more.

3. How To Start With The Logo Design Process?

Go with a sophisticated logo maker. There are various options available, however, you need to pick the one that will give you more than just a logo file. For instance, LOGO.com’s logo maker was created keeping all the back and forths one has with a real designer. So, the designs you see are very close to the final design that you want.

4. When Should You Design A Logo?

You should design your logo as soon as you have your business name ready. Once your business idea is in the place where you can launch it and bring it in front of the public, you should think about building a brand for it. Good branding starts from day one and it includes everything from having a great business logo design to a functional website.

5. Why Is Logo Design Important?

Your logo design is one of the first visual elements that your audience is exposed to. It's an excellent opportunity to set the tone and start building trust with your clients and customers. A strong brand creates instant recognition and helps you identify your customers.

Business Experts On How They Designed Logos For Their Brand

To help you understand the logo design process better, we spoke with successful design experts and business founders who shared their most valuable design tips to keep in mind when building your brand.

Rebecca Hoffman, Founder and Principal, Good Egg Concepts

“The one piece of advice I always share with people is that everyone knows good design when they see it. Good design should lead to positive tension with the user or viewer instead of an anxious one. Good design is compelling, and it brings people closer together.”

Thomas Jepsen, Founder, Passion Plans

“Craft the right feeling. No matter what you're designing, there's one thing that is always crucial. For a design to be successful, it needs to craft the right feeling in the recipient. If you can make a user feel a certain way, you can make them take action, whether it is signing up for your newsletter or buying your product.”

Douglas Huegel, Owner, and Graphic Designer, Doug Does Design

“If you're starting a logo design from scratch and don't know where to begin, do some research on similar companies in your industry and study their logos. Decide which ones you like most, then save them to use as a reference.”

Richard Mews, CEO, Sell With Richard

“Avoid being afraid of the scale. Consider scaling typography, forms, and compositional elements that need proportional attention. Utilize the appropriate colors to improve this strategy while ensuring that the fonts are legible at larger sizes.”

Sara Abate Rezvanifar, Founder and Brand Designer, My Personal Brand

“When creating graphics for online use, be sure to leave white space around your text. The message needs to shine through, so keep the design clean and simple by ensuring you have breathing room around your text or copy (as we like to call it in the design world). This allows the words to stand out, giving your design a more professional look.”

Evidently, one of the most important principles when it comes to design is simplicity. With a simple, straightforward, and consistent design, you boost your credibility and efficiency as a brand.


A logo is the silent spokesperson of a brand, and it speaks a thousand words. It embodies the essence of what a company stands for, making it an essential component during the brand-emerging process.

Designing a logo is not easy, but the rewards are absolutely fruitful.

Ready to design your logo? Get started with our logo maker!
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