1. Start with what makes you different
A logo isn’t a decoration; it’s a symbol of who you are. Before any drawing, be clear about your purpose, your audience and what sets you apart. The best logos grow out of that, not out of a favourite colour or a font.
2. Keep it simple
Simple marks are easier to recognise, easier to remember and easier to reproduce. If you can’t sketch it from memory after seeing it once, it’s probably too complicated.
3. Make it work at every size
Your logo will appear as a tiny browser icon and on a large sign. Test it small early. Fine detail and thin lines often vanish at small sizes, so many brands have a simplified version for small spaces.
4. Make it work in one colour
Design in black and white first. A strong logo works in a single colour, reversed out of a dark background and in print processes like embroidery or engraving, before colour is added.
5. Aim for lasting, not fashionable
Trends date quickly. Think about how the logo will look in ten years. That doesn’t mean playing safe; it means avoiding effects that only make sense today.
6. Plan the family
Most businesses need more than one arrangement: a full logo, a stacked or compact version and a symbol on its own. Designing these together keeps them consistent.
7. Avoid shortcuts
Clip art, stock icons and logo generators produce marks that other businesses can use too, and that you may not be able to protect. A logo designed for you can be uniquely yours. It’s also worth checking that a new name and mark don’t conflict with existing trade marks.
8. See it in context
Judge a logo on the things it will actually appear on, such as a website, a van, a business card or a social media profile, not just on a white page.
9. Get the right files and guidelines
Make sure you receive vector master files, versions for screen and print, and brand guidelines that explain colours, spacing and how not to use the logo.
Thinking about a new logo or a refresh? See how we approach brand creation, or get in touch.