How to Design a Logo

Have you ever seen a big brand without a logo? No? That’s because there aren’t any. A logo has a
major impact on how your customers will perceive your brand. So naturally, you want your logo to be
outstanding. But how do you get there?
Don’t fret! This handy guide will teach you everything you need to know to design the perfect logo for
you and your business. From defining your brand’s identity and understanding what makes a great
logo, to making the right design choices and navigating the design process, read on to learn how to
design a logo.

Here are the most important steps to designing a logo:

—
1. Understand why you need a logo
2. Define your brand identity
3. Find inspiration for your design
4. Check out the competition
5. Choose your design style
6. Find the right type of logo
7. Pay attention to color
8. Pick the right typography
9. Communicate with your designer
10. Evaluate your logo options
11. What not to do when designing a logo
12. Integrate your logo design into your brand

1. Understand why you need a logo. And why it needs to be great

.

Business really is like dating—you’re trying to attract the right customers and make them fall head
over heels in love with your brand. So think of your logo as the picture on your dating profile. It’s
what’s going to make people take an interest and try to learn more about you (or swipe left because
you’re not for them). So you want to look your best, right?
Your logo will have a huge impact on the first impression your business is going to make: It will give
your customers information about your brand and let them know if it’s right for them.
Because your logo is such an essential part of your brand, you want to make sure it’s done well. All
your branding materials will have your logo on them. It’ll stare back at your customers from your
website, your packaging, and your business cards. Make it count! A great, professional logo design
not only has the power to communicate what you stand for. It will also make a good first impression
and help you stand out from the competition.
2. Define your brand identity
—

Logo design for Native specialty coffee by Sava Stoic.

You want your logo to communicate your brand’s personality. And in order to do that, you first need to
understand what your brand’s core personality is. Once you have a clear idea of what makes you
unique and what your brand is all about, it will be much easier for you to make design choices that
complement and complete that picture.

Here are some questions you can ask yourself, to get to the bottom of your brand identity:
 Why did we start this business?
 What are the beliefs and values that are important to us as a company?
 What do we do better than anyone else?
 What makes us special?
 If we could describe our brand in three words, what would it be?
 What are the three words we would want our customers to use to describe us?

3. Find inspiration for your design

—
The hardest part of the design process can be the search for logo inspiration. Luckily we’ve got some
tips for you that will make it really easy.

Start with a brainstorm

Logo design for idearoute by brandsformed®.

Perhaps you are a conceptual person and like to start off by collecting verbal ideas. A proper
brainstorming session can be just what you need to pin down the look and feel you’re trying to
achieve. Here are three steps that will help you draw out the best creative logo ideas:
1. Follow the rules of the brainstorm: Brainstorming is about getting all ideas out (even those really
really bad ones) and writing them down. Even a horrible idea can spark a conversation that leads to a
genius solution.
2. Think like your audience: Make a list of words that describe your brand and how you want it to be
perceived. Think like a person in your target demographic and always remember what would be
important to them.
3. Get everyone involved: A one-person-brainstorm is fine, but only diversity will make the magic
happen. Bring in people from every department or even friends and business partners. The more
perspectives, the better.
Have you ever seen a big brand without a logo? No? That’s because there aren’t any. A logo has a
major impact on how your customers will perceive your brand. So naturally, you want your logo to be
outstanding. But how do you get there?
Don’t fret! This handy guide will teach you everything you need to know to design the perfect logo for
you and your business. From defining your brand’s identity and understanding what makes a great
logo, to making the right design choices and navigating the design process, read on to learn how to
design a logo.

Here are the most important steps to designing a logo:

—
1. Understand why you need a logo
2. Define your brand identity
3. Find inspiration for your design
4. Check out the competition
5. Choose your design style
6. Find the right type of logo
7. Pay attention to color
8. Pick the right typography
9. Communicate with your designer
10. Evaluate your logo options
11. What not to do when designing a logo
12. Integrate your logo design into your brand

1. Understand why you need a logo. And why it needs to be great.

—

A complete logo and brand identity design for affaire, designed by nnorth

Business really is like dating—you’re trying to attract the right customers and make them fall head
over heels in love with your brand. So think of your logo as the picture on your dating profile. It’s
what’s going to make people take an interest and try to learn more about you (or swipe left because
you’re not for them). So you want to look your best, right?
Download the free ebook and learn how to create the perfect logo!
Enter your email to get the logo ebook, along with creative tips, resources and the occasional promo
(which you can opt-out of anytime).
Get the ebook!
Your logo will have a huge impact on the first impression your business is going to make: It will give
your customers information about your brand and let them know if it’s right for them.
Because your logo is such an essential part of your brand, you want to make sure it’s done well. All
your branding materials will have your logo on them. It’ll stare back at your customers from your
website, your packaging, and your business cards. Make it count! A great, professional logo design
not only has the power to communicate what you stand for. It will also make a good first impression
and help you stand out from the competition.

2. Define your brand identity

—

Logo design for Native specialty coffee by Sava Stoic.

You want your logo to communicate your brand’s personality. And in order to do that, you first need to
understand what your brand’s core personality is. Once you have a clear idea of what makes you
unique and what your brand is all about, it will be much easier for you to make design choices that
complement and complete that picture.
Here are some questions you can ask yourself, to get to the bottom of your brand identity:
 Why did we start this business?
 What are the beliefs and values that are important to us as a company?
 What do we do better than anyone else?
 What makes us special?
 If we could describe our brand in three words, what would it be?
 What are the three words we would want our customers to use to describe us?

3. Find inspiration for your design

—
The hardest part of the design process can be the search for logo inspiration. Luckily we’ve got some
tips for you that will make it really easy.
Start with a brainstorm

Logo design for idearoute by brandsformed®.

Perhaps you are a conceptual person and like to start off by collecting verbal ideas. A proper
brainstorming session can be just what you need to pin down the look and feel you’re trying to
achieve. Here are three steps that will help you draw out the best creative logo ideas:
1. Follow the rules of the brainstorm: Brainstorming is about getting all ideas out (even those really
really bad ones) and writing them down. Even a horrible idea can spark a conversation that leads to a
genius solution.
2. Think like your audience: Make a list of words that describe your brand and how you want it to be
perceived. Think like a person in your target demographic and always remember what would be
important to them.
3. Get everyone involved: A one-person-brainstorm is fine, but only diversity will make the magic
happen. Bring in people from every department or even friends and business partners. The more
perspectives, the better.

Logo for Crypto Caveman designed by Virtuoso”

Logo for Sweet Trip designed by Terry Bogard

When it comes to brainstorming your logo, don’t be afraid of thinking out of the box and being a bit
different. See how logos like the ones for Crypto Caveman and Sweet Trip cleverly combine ideas
that you wouldn’t necessarily associate with each other—like crypto currencies and cavemen or a
honey bee and a pin on a map? These original logo choices help them express character and stand
out from the crowd.
Make a mood board

If you’re a visual person, a mood board may be the perfect tool for you to get inspired. You can create
an actual board by cutting out and pinning printed images or make a digital one (Pinterest would be
the obvious choice here). Simply collect all the images you feel drawn to—those can be other logos,
color combinations, illustrations or graphics, go wild! You’ll see, your mood board will reflect what
style and design features you are gravitating towards in no time. Need a good place to start? We
suggest checking out the 99designs logo inspiration gallery.

Logo for Simply Rooted designed by Virtuoso”

Logo for Rugged designed by KaWolfram

Think about how your business can be visualized in your logo. Simply Rooted is all about local, down-
to-earth food and their vintage logo perfectly reflects that with hand drawn root vegetables. If you’re
striving for a similar aesthetic, your mood board might include images of vintage logos, handmade
illustrations and organic shapes and colors. Or take a look at how the Rugged logo visualizes its
“rugged” brand identity in a bold and rough-looking word mark but still includes a luxurious vibe with a
reflective gold effect. Your mood board gives you the opportunity to pull all these elements together.

4. Check out the competition

—
The best place to borrow ideas? Your competition! Check out what’s already out there, what works
well with your audience and what you should avoid. While stalking those other businesses, think
about what makes them different from you and how you can emphasize these differences in your logo
design.
Be sure to clearly set yourself apart from your competition. If all the other businesses in your industry
are going monochrome, maybe you should opt for some color to stand out. If everyone else is
traditional, maybe a fun and modern logo will attract attention.

A classic accounting logo for Orthrus Ventures designed by Genovius

A modern accounting logo for Tidy Finance designed by minimalexa

A fun and lighthearted accounting logo for HotToast designed by scribe

Check out the three accountant logos above and how they communicate their brand personalities.
The lion logo for Orthrus Ventures is classic and reliable, while the Tidy Finance logo seems modern
and cool. However, if fun and approachable is what you’re going for, let Hot Toast inspire you with its
bright color and whimsical illustration.

5. Choose your design style

—
Now that you have a clear idea of your brand and are feeling inspired, it’s time to start translating that
into the design. There are lots of different elements that come into play here, from colors, shapes and
graphics to typography. Isolating each component and what it can do for your logo will help you take
things step by step, rather than getting overwhelmed with the whole design all at once.
When thinking about your logo, the first thing you want to do is pick the right design aesthetic for your
brand. There is no one style that is right for everyone, only what’s best for your brand.
A classic and timeless logo for Wolfcrest designed by eLyateh
Classic

Trendy logos can be fun and exciting, but they can quickly look outdated. A classic style gives you
better staying power and can help you reach a broader audience. This aesthetic keeps it simple and
doesn’t venture out into crazy color palettes, graphics or fonts. A classic style tells people that you are
reliable and down to earth.

A cool vintage logo for Timber Cafe designed by Sava Stoic

Retro or vintage

There is a reason why vintage and retro designs have been on trend for quite some time now. They
instantly remind you of the past and evoke romantic feelings of nostalgia. A vintage logo tells
customers that history is important to you and that whatever you sell is done right. Worn and hand-
illustrated logos in brown and beige color palettes fit this aesthetic beautifully.

An ultra-modern, simple geometric logo for Ultra, designed by artsigma

Modern and minimalist

Brands often choose a clean and minimalist style to communicate how fresh and modern they are.
This style uses a lot of whitespaces, minimal details and simple lines often resulting in sleek, pared-
back logos. A minimalist and modern style shows your customers that your brand is up-to-date, cool
and knows what counts.
A colorful, whimsical logo for The crafting cactus designed by ananana14

Fun and quirky

This is a popular choice for brands with a young (or young at heart) target customer. Fun and quirky
style tends to be colorful and cute and often uses symbols or illustrations to create a positive and
friendly vibe. Go for a whimsical mascot or a sweet illustration to let your brand’s fun character shine
through.

Artfully hand drawn logo for Windhorst designed by bo_rad

Handmade and handcrafted

Handcrafted style transports a clear message: this brand is individualistic and stands for handmade
quality. The style works well in combination with other aesthetics, like vintage, to really drive the
message home. But it can be combined with minimal and fun styles as well for a simple and
sophisticated or a bright and youthful look.

Can’t pick just one?

Of course, these styles aren’t mutually exclusive: Just mix and match them to suit your brand. For
instance, your brand can be both handmade and fun at the same time, just take a look at how the
quirky, illustrated logo for The Crafting Cactus pulls it off.

6. Find the right type of logo

—
In addition to the overall style, there are 7 main types of logos you can choose from when you are
creating your logo. You can pick the one that suits your company name or overall aesthetic best, or
combine them to create something unique.
Lettermark for Mark & Scribe designed by mm graphics

Wordmark for One designed by artsigma

Lettermarks (or monogram logos)

Lettermark logos can be great to streamline your company logo, especially if your name is very long
or hard to remember. Lots of businesses choose to go by their initials, just think of HP, CNN or H&M.
These monograms can be great for minimalist logos, but remember that they are not very good at
expressing what your business is about.

Wordmarks (or logotypes)

Wordmarks are a very straightforward way of using your company name as a logo. To give them
personality and recognition value, they are all about typography—just look at the wordmark logo for
ONE. If you’ve got a great name for your brand, this could be the perfect way to put it in the
foreground.
Pictorial mark for Storm designed by Spoonlancer

Abstract logo for Printy designed by artsigma

Mascot for Gadget Mole designed by 3AM3I
Pictorial marks (or logo symbols)

Pictorial marks or logo symbols are what we think of when we hear the word “logo”. They are
iconographic images that are easily recognizable and represent your brand with an image. You can
choose something simplistic or more complex, but make sure to pick a symbol that creates a unique
connection to your brand. Oftentimes these are paired with a wordmark (ya know, so customers know
your name… at least until you’re on par with Apple and Target in terms of brand recognition).

Abstract logo marks

Instead of a recognizable symbol, abstract logo marks are geometric forms that don’t establish an
immediate connection to an existing image but create something entirely new for your brand. An
abstract logo mark will condense your business into a symbol that is truly unique to you. The logo for
Printy shows how modern an abstract symbol can look while having lots of personality at the same
time. If you want your abstract logo to create a certain mood or feeling, find out the meanings of
different geometric logo shapes.

Mascots

Mascot logos are a fun way of giving your brand a personality. They are often colorful, cartoonish
characters that represent your business in a family-friendly and approachable way. To learn more
about the ins and outs of mascot logos, take a look at the video below.

Combination mark

A combination mark does exactly what it says on the tin: it combines a symbol with a word mark to
create an easily recognizable logo. The brand name is either placed next to the symbol or is
integrated into the graphic element, like how designer ludibes demonstrates with the Brite Side logo.
People will associate both elements with your brand, which allows you to use them both alone or
together.

Emblem

Similar to combination marks, emblem logos are also often a combination of word and pictorial
elements. They usually consist of text integrated with a symbol or icon, such as badges, seals or
crests. The Rockwell Lighthouse emblem shows, how these traditional shapes can give you a very
old-school and classic appearance.

7. Pay attention to color

Colors can have a ton of different meanings. The psychology behind color is complex, but to keep it
short, colors have certain emotions and ideas attached to them. To learn more about color theory be
sure to check out this in-depth guide on logo colors and their meanings.
 Red: Red stands for excitement, passion and anger. It’s a great choice if your brand is loud,
youthful and wants to stand out.
 Orange: Orange is much less used than red but it’s just as energetic. This is a vibrant,
invigorating and playful color.
 Yellow: If you want to look accessible and friendly, yellow is the right choice. It gives off a
cheerful, affordable and youthful energy.
 Green: Green is extremely versatile and can work for any brand really. It’s especially perfect
for anyone who wants to establish a connection to nature.
 Blue: Blue is a very classic and common choice. It is calming and cool and symbolizes
trustworthiness and maturity.
 Purple: Purple can be your ticket to looking luxurious. Depending on the shade, purple can
be mysterious, eclectic or feminine.
 Pink: If you’re going for girly, nothing works better than pink. But that’s not all! With shades
like pastel rose, millennial pink or neon magenta, pink can give your logo a grown-up and
cool, but still youthful and feminine look.
  Brown: Brown may sound like a strange color choice at first, but it works perfectly for rugged
and masculine vintage logos. It can give your brand a handmade, unique and aged look.
 Black: If you are looking for a sleek, modern and luxurious look, black will be a great choice.
A minimalist black and white logo is the way to go if you want to keep it simple.
 White: You want your logo to look clean, modern and minimalistic? Use lots of white in your
logo. As a neutral color it works in combination with all other colors, but adds a clean,
youthful and economical touch.
 Gray: Gray is the ultimate color if you want to achieve a mature, classic and serious look.
Darker shades look more mysterious, while lighter shades are more accessible.

Combining colors

Of course, you don’t need to stick with a monochrome logo using just one color, but you can combine
several logos colors to tell a complete brand color story. To choose colors that work well together,
take a look at the color wheel.

The color wheel

 o Complementary colors lie directly across from each other on the color wheel. They
bring out the best in both colors and create a very dynamic look.
o Analogous colors fall close to each other on the wheel. If you want your logo colors to
be harmonious, these will work well together.
o Triadic colors draw from three equal sections on the color wheel. Pick these for a
stimulating and bold effect.

In the logo for Soul Glow analogous work together to create a harmonious effect. Designed
by Dudeowl.
The complementary blue and orange in this logo make both colors pop. Designed by onripus.
8. Pick the right typography
—
You want to pick a font that complements and completes your logo. There are 4 basic types of fonts
you can work with to give your logo a unique look:

A classic and elegant serif font designed by sonjablue

.

A logo with a modern sans serif font designed by simolio.

Serif fonts

See how the font gives the Avalon logo a chic and timeless look? Serif fonts can make your logo look
classic and high-end. Serifs are the little “feet” at the end of the letter, which makes them look a little
more old-fashioned. They are very versatile and look great with any kind of design, but work
especially well with vintage, elegant or classic designs.

Sans serif fonts

Sans-serif fonts are perfect for a modern and clean look. They don’t have the little feet that serif fonts
have which makes them look very sleek and simple. This works great for modern brands, like the
minimal and cool Delta Salt logo above.
A hand drawn logo with script font designed by Mad pepper
.

A decorative display font designed by Fe Melo.

Script fonts

Script fonts are reminiscent of handwriting. From elegant calligraphic fonts to relaxed and down-to-
earth scripts, there is a huge variety out there. Use them to make your logo look more individualistic,
like the Moon Rabbit logo above.

Display fonts

Display fonts are decorative fonts that are highly stylized and really catch the eye. Take a look at the
Perfect You logo above that uses a display font to give the design a fun 70s flair.
Your typography can become really powerful when you combine different logo fonts with each other.
Find out how in this guide to selecting fonts for your brand.
Bring your design elements together

A logo design that is both classic and elegant, designed by vraione.

The colorful abstract shape gives this logo a modern and unique look. Design by Vectorila.

Now that you have an idea of all the different elements your logo consists of, you need to make sure
that they work together. You want to pair them in a way that is harmonious to create the vibe you are
looking for.
The logo for skincare brand Voany leaves no doubt that it is an elegant, natural high-end brand, using
a combination mark in an organic shape, a classic serif font and a natural brown and beige color
palette. Reflect Academy on the other hand looks disruptive and eye-catching by combining a modern
font with colorful and abstract shapes for a fresh and unique look.
9. Communicate with your designer
—

A unique and memorable logo for Lone Oak Studios by Mad pepper.

Now that you have considered all of the necessary style points, you’re ready to start designing! There
are many ways to get a logo, so you should consider which one suits you best. Agency, logo contest,
1-to-1 project or logo maker? Different prices come with different qualities and all options have their
pros and cons. To get a good overview of your options for getting a logo, check out this comparison
of the best ways to get a logo designed. Read more about how much your logo design should cost
here.
We might be biased, but we think a logo design contest is the best way to get a logo. To make sure
your design comes out perfectly, the first rule of working with your designer is to communicate
clearly. Writing a clear creative brief is your chance to make your designer understand who you are
and what you need. Make sure to give them as much information about your company and style as
you can, so they can create something really unique for you.
Sometimes it may take a little bit of trust in your designer, but try to stay open to suggestions.
Remember, your designer is an expert and has a great feel for what makes a good logo. Giving lots of
detailed and clear feedback is what gives designers an understanding of what you like. It may sound
cheesy but it’s true: the best design happens when you and your designer work together.

10. Evaluate your options

—

This logo by Martis Lupus is just one of the options Joyce Foods had to choose between in their logo design
contest.
They also had the choice between this artisanal logo by Zvucifantasticno…

… this modern logo by Abda_99…

…and this hand-lettered logo by kapralcev, as well as 152 more designs. It’s like picking a favorite
child!

Evaluating your logo options can be hard, so get some feedback from friends, potential customers
and colleagues to help you make a decision.
What makes a good logo?

A good logo is immediately recognizable, reflects your brand’s message and makes you stand out. An
effective logo looks professional and seamlessly fits in with a brand’s identity. A great logo also needs
to work at any size and anywhere you want to use your logo.

A good logo:
 is unique and distinctive
 is memorable
 works at any size and anywhere
 reflects your brand identity
 is timeless

But how to make a good logo? Here are some general questions to ask yourself when evaluating your
logo options:
 Can you tell what it is in 2 seconds? Will people immediately know what your business does?
 Is it simple and memorable? Will your customers be able to remember it?
 Is it versatile? Can it be applied to all your brand’s needs?
 Is it timeless, or would you have to do a redesign in a couple of years?
 Is it unique? Does it set you apart from your competitors?
 Does it appeal to your target audience?

Obviously, your brand’s needs and expectations for a logo will be much different if you sell children’s
clothing and need a simple logo that can be stitched onto fabric than if you make sophisticated high-
end wine with an intricate label or a high-tech app that lives on peoples’ phones. So don’t forget to
take a step back and consider the bigger picture while you’re designing your logo. This is not about
personal taste, it’s about what works best for your brand.

11. What not to do when designing a logo

—

This logo for Cactus Dental is definitely not generic. Design by am121.
This logo for Smart Source is classic and timeless. Design by SimpleIsGood.

Keep it simple, like this logo for Knotte, designed by gaga vastard.

There are some common pitfalls that await you when you’re designing your logo. Here are some tips
on what not to do:
 Don’t give in to the clichés of your industry. You’re a dentist so your logo needs to have a
tooth in it? Definitely not. Here’s how to avoid generic logos.
 Don’t make it too complicated. Simplicity is key for a memorable (and printable) logo.
 Don’t try to be too trendy. Trends are fantastic, but make sure your logo won’t look dated in
three years.
 Don’t settle for a low quality logo just to save a few bucks. Your logo isn’t the place to skimp
and oftentimes you get what you pay for.

12. Integrate your logo design into your brand

—
Now that you know how to design a logo, what’s next?
Once you have your logo, you’ve created the ideal basis for all the branding material your business
needs - whether it’s business cards, packaging design or web design. By setting the tone for your
style, color palette, font and overall look and feel your logo is the starting point for your brand
collateral and your designer will be able to create a seamless look for you. And just like that, your
business is ready to show the world its brand new face.