Choosing The Right Logo For Your Brand

April 23, 2019 By

Do us a favor and take a look at your business’s logo. Do you remember when you created that logo? Was the process communicative and meticulous enough for you to arrive at an icon that encapsulates everything your company stands for? If not, you may be due for an upgrade.

If you do not yet have a logo for your small business, this applies to you especially! Let us assist you in the process of creating a logo that represents your business perfectly. Here are our best tips to keep in mind!


This is a common tip from us to you. Once you know your brand identity, you can go nearly anywhere! For logo-making, this is a critical step because the purpose of a logo is to communicate to consumers what your brand is about. You should articulate things like why you started the business, the beliefs and values you hold, what makes you unique, and other personable elements of your business.


This may be one of the most difficult parts of the process. Brand identity is a great jumping-off point. Think about where that can take you and think outside the box. You can create a mood board, look at the world around you, and talk to employees or customers. Some great examples of clever logos with hidden imagery are Amazon, Tostitos, FedEx, and Toblerone.


There are so many colors and fonts that have meanings you may want to connect with your brand. For example, people often get hungry when they see the colors red and yellow together. If you want customers to get an older, vintage sense, consider using a font like courier. If you want a cleaner, more modern look then go for a sans serif. Some fonts can even show imagery. If FedEx had not chosen the font they currently use, they may not have been able to show an arrow between the E and X.


Nowadays, anybody can go to sites like Fiverr and get cheap services from a guy who downloaded a hacked version of Photoshop. If you are a serious small business, this is not the way to go. An effective logo with a story and a great design comes from experienced designers. Graphic designers are the people that deeply consider the way your logo will look throughout different social media platforms and marketing materials. This isn’t to say you can’t get a good logo from cheaper sources but it is absolutely no guarantee. 

Instead of hiring a freelancer, you can turn the situation into a contest with a cash prize. By offering the design opportunity to college students or sites like, you have access to motivated creatives with a lot of potential. You can even communicate with entrants that have great designs but need to tweak them, just like freelancers. You may even find talented contacts for the future!


Your logo is one of the most important parts of your brand. It’s everybody’s first impression of you! It would not make sense to take short cuts. We advise you to…

  • Avoid industry clichés. Just because you may be an optometrist’s office does not mean you need an eye in your logo.
  • Keep it simple. This will be better in the long run for a more memorable, easier-to-print logo.
  • Try not to be trendy. You will want your logo to remain relevant to your company in the years to come. Trends may seem attractive now, but it isn’t a good idea in the long term.

Keep our tips in mind through the logo-designing process. If it seems like a lot, don’t worry. We can help! Please do not hesitate to contact us and we will assess your business and give you the info you need to create a stunning logo and get your small business out there!