What goes into logo design?
Designing a logo is one of the first big steps in building your brand’s identity. It is often where your small business’s visual journey begins.
A good logo should do more than look nice. It needs to reflect who you are, what you do and what you stand for, in a way that feels right for the people you want to work with.
Welcome to the start of your brand journey
Before you jump into designing a logo, it helps to be really clear on your brand message and your target audience. This groundwork will guide you, and any designer you work with, so the logo feels aligned with your bigger vision.
Steps to help you define your brand
1. Background
Write a short description of your business that covers your mission and core values. Why did you start your business? How do you want that story to come through in your logo and overall brand identity?
2. Audience
Who are your ideal customers? Think about their age, gender, interests and what they care about. Consider how your products or services help them and what they gain from working with you.
3. Personality
Imagine your brand as a person. How do you want to be seen? List five words that describe your brand. Then list five emotions you want people to feel when they interact with your brand. Do you want to come across as polished and professional, calm and caring, bold and energetic, or something else?
4. Colour
Start building a colour palette that fits your brand personality. A simple place to start is choosing around five colours. Think about how colours feel and what they say. It can be helpful to look at colours commonly used in your industry, while still leaving room for your own twist. Try to step away from personal favourites if they do not really match the brand.
5. Typography
Choose fonts that match your brand style and are easy to read. Headings, body copy and small captions may all need different font treatments, so keep legibility in mind. Avoid fonts that look fun at first but are hard to read in longer paragraphs or at smaller sizes.
6. Preferences
Create a mood board with styles, layouts, colours, imagery and even logos you like (and do not like). This could be on Pinterest, in a folder on your computer, or on a physical board. The goal is to see patterns in what you are drawn to, and what does not feel like you. This is a great space to play and experiment.
7. Competitors
Spend some time looking at your competitors. What do their logos and branding look like? What seems to work well? Where do you see gaps or sameness that you could stand apart from? Use this research to shape a brand identity that feels clearly “you”, not a copy of what others are doing.
Logo and brand identity: DIY vs hiring a designer
Once you are clearer on your brand, you can decide whether to create your logo yourself or bring in a designer. Both paths have pros and cons.
Do it yourself
PROS
Cost
Online tools and logo generators can be more budget friendly.
Control
You have full creative control over every decision.
Learning
You can learn more about design and your own tastes.
Connection
Designing it yourself can give you a strong emotional attachment to the result.
CONS
Experience
Without design training, it can be harder to create a logo that looks professional and works in every context.
Generic
Many logo generators reuse common layouts and icons, so your logo may end up looking similar to others.
Time
Doing it yourself properly can take much longer than expected.
Quality
DIY logos can create issues with quality, especially when resized or printed, which can affect how credible your business appears.
Bias
When you are very close to your own brand, it can be hard to stay objective about design choices.
Hiring a Designer
PROS
Expertise
You gain access to design skills, tools and experience you may not have.
Customisation
Your logo and brand identity are tailored to your specific needs and goals.
Originality
You are more likely to end up with a look that is unique and recognisable.
Consistency
A designer can build a full brand identity that stays consistent across print, digital and social media.
Efficiency
You can focus on running your business while a designer takes care of the creative work.
CONS
Cost
It is an investment, especially when you are starting out, even though it is often worth it over time.
Communication
You need to be open and clear about your ideas, feedback and expectations to get the best result.
Ongoing
You might still want help from time to time, even with a brand guide in place.
Timeframe
A considered logo and brand identity take time to develop properly.
Alignment
It is important to choose a designer whose style and work feel right for you.
Common logo types
When you start exploring logo ideas, you will come across a few common types. Knowing these can help you decide what might suit your brand best.
Wordmarks
Wordmarks are text-only logos that use your business name in a distinctive font(s). They are simple and clear, and work especially well if your name is unique. E.g. Coca-Cola, Kmart and FedEx.
Brandmarks
Brandmarks use a symbol or icon without text. These are often used by brands with strong recognition, where the symbol alone is enough for people to identify them. E.g. Apple, Target and Nike.
Lettermarks
Lettermarks are logos built from initials. They can be useful for longer business names, keeping things short and neat. E.g. IBM, HBO and CNN.
Combination Marks
Combination marks bring together a symbol and text. They are flexible, because you can sometimes use the elements together or separately, depending on where the logo appears. E.g. Adidas, Burger King and Mastercard.
Emblems
Emblems usually place text inside a shape or badge. They can give a more traditional or classic feel and are often used by organisations, schools and some heritage-style brands. E.g. Starbucks, Harley Davidson and Paramount.
Frequently asked questions
1. What is the difference between a logo and a brand identity?
A logo is the main visual symbol of your business. A brand identity is the full visual and verbal system that surrounds it. This includes your logo, colour palette, fonts, imagery, tone of voice and messaging. Together, these elements create a recognisable and consistent brand.
2. Should I follow trends when designing a logo?
It can be helpful to be aware of design trends, but your logo needs to last. If it leans too heavily on trends, it may date quickly. Aim for a logo that reflects your brand’s mission, values and personality. You can still feel current without sacrificing longevity.
3. How important is colour in a brand?
Colour is a big part of how people feel about your brand. Different colours can suggest different moods and ideas. Choose colours that fit your brand personality and the response you want from your audience. It is also worth thinking about how your colours will appear in print, on screen and in different cultural contexts.
4. Should I redesign my logo?
You might consider a refresh if:
Your business has changed direction
Your logo looks dated
Your branding no longer feels like “you”
Try to avoid changing your logo too often, as this can confuse your audience and weaken recognition. If you do update it, keep some sense of continuity where you can.
5. What technical aspects should I consider when designing a logo?
A well-prepared logo should include:
High-quality files, including print-ready versions (for example, at 300 dpi)
Multiple logo orientations, such as a horizontal version for website headers and a stacked version for social media profiles
Colour variations for different uses, including versions for light and dark backgrounds.
Useful tools
Here are some tools designers commonly use across branding and design work:
Adobe Photoshop for editing and retouching images.
Adobe Illustrator for vector-based logos and illustrations.
Adobe InDesign for print layouts such as brochures and documents.
Figma for digital layouts and collaborative design work.
Canva for simple, quick graphics once your core brand is in place.
Slack, Asana or Monday for managing projects, communication and deadlines.
Dropbox, Google Drive, OneDrive for cloud storage and sharing files.
Got a question or not sure where to start?
You can email me at hello@elisemaunder.com.au
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