Logo design top tips
Logo design is one of those things that can, to the outside observer, look very simple. It’s just choosing a font and a colour and maybe adding an icon right? Well… sometimes. But there’s a little more to it than that if you want to create something that will promote the right image for your business, work well in different contexts and stand the test of time.
If money is no object then I’d always recommend commissioning an experienced graphic designer (hi! 👋) but in the early stages of setting up a business that might be unrealistic and you may be in the position of having to create something yourself to get started.
The following tips are my guide to creating your own logo. Some are things you should do and some are things to avoid. As with any ‘rules’ there are always exceptions but this should get you started!
- Typeface (font): Choose a typeface that is easy to read and looks good whether your logo is used large or small. Font Squirrel is an excellent place to get free fonts that you can use in your logo. It allows you to filter fonts by style and try them out before downloading. Think about the personality of your brand and choose a font that conveys that. If you want your brand to appear professional and modern you might choose a strong sans-serif typeface; if you’re setting up an artisanal handmade goods shop you might want something a little more classic like a serif font or even a handwritten script typeface.
- Colour: Before thinking about colours, make sure your logo works in black and white. Ideally it’ll look great in solid black on a white background or reversed so that it appears white on a black background. If you want a colour version create that after your initial black and white version is working well.
- Shape: Think about where your logo will be used. If it’s mostly going to be seen at the top of a website then a wide (landscape) shape will probably work best. If it’s to be used on a pull-up roller banner then a square or portrait shaped logo might be better. You can always create two versions that you can use in different contexts.
- Photos and clipart: Avoid using photographs or clipart as part of your logo as these will likely make it look cheap and harder to read.
- Icons: Adding an icon can work well but pick something simple that, like the text, will work in solid black or white, looks good large or small and works well with your chosen font.
- Legal things: Don’t incorporate someone else’s work as part of your logo. That goes for things you might find on Google images or other stock image libraries. This is generally illegal and might mean you end up with a legal challenge down the line. Note: This doesn’t apply to using fonts as the licences for these almost certainly permit their inclusion in a logo.
Everything above is just a starting point but it should help you avoid some of the common pitfalls of logo design. Have fun and good luck! Of yes, and if you’d like to talk to me about designing a logo or brand identity system for you then please drop me a line, I’m always happy to chat.