How to Create a Great Logo: Dos and Don'ts
A logo is more than just a visually appealing element; it's the core of your branding and should embody your company's personality.
When designing a logo, you should follow a few critical yet straightforward principles to achieve success.
HOW TO DESIGN A GREAT LOGO
1. Explore symbolic icons
2. Make efficient use of space
3. Play around with capital and lowercase letters
4. Consider script fonts
5. Ensure your slogan is balanced
6. Adjust your name and slogan appropriately
7. Give your logo some breathing room
8. Make sure it's readable
9. Design a logo that can scale
10. Add contrast to the background
11. Align all elements
12. Increase the size of the icon
13. Research your competitors
14. Aim for a timeless design
15. Make it memorable
01. Explore symbolic icons
An icon in a logo is a simplified visual that represents your brand. A common misconception is that an icon must depict your product or service. While this might work for some companies, it's only necessary for everyone. You can explore more symbolic or abstract icons that capture the essence of your business.
Take Nike, for instance. The iconic "swoosh" evokes a sense of motion and speed, which is perfect for an athletic brand. Think of your icon as a symbol rather than an image. It should be distinctive, instantly recognizable, and capable of evoking emotion. A well-designed icon often has a strong visual impact. Ideally, it should be simple enough that customers can remember it online or offline after a glance.
02. Make efficient use of space
For most brands, an icon alone may not fully communicate their identity. It's wise to create different variations of your logo. For example, a version with a slogan can help express your brand's brand's tone and message.
Not every company has a slogan, and that's okay. But if you have one, ensure you don't let that valuable space go to waste.
03. Play around with capital and lowercase letters
In logo design, small details can make a big difference. Something as simple as experimenting with uppercase and lowercase letters can take your branding to a new level.
Uppercase letters traditionally convey strength and authority, while lowercase letters create a more approachable, relaxed vibe. That doesn't mean you can't soften an uppercase logo using softer colors or rounded fonts. It's all about finding balance.
04. Consider script fonts
Creative typography continues to be a significant trend in logo design. Script fonts, in particular, stand out as some of the best choices for logos. They offer a unique, personal touch that can resonate with your customers and give your brand a distinctive edge.
05. Ensure your slogan is balanced
When adding a slogan to your logo, follow this simple rule: the slogan should always be shorter than the company name. A good guideline is to keep it under 20 characters.
Also, if your company name uses a bold font, consider using a lighter or simpler font for the slogan to maintain balance.
06. Adjust your name and slogan appropriately
Visual balance is key in design. Even though the slogan is smaller, it should align perfectly with your company name. This alignment creates a sense of harmony. If the name or slogan is significantly longer, you can quickly fix this by adjusting the font or size of either element.
07. Give your logo some breathing room
Like a painting, a logo often looks best when framed well. Leave enough space between the frame and the logo if you use a frame. This gives your logo some room to breathe. If it feels too cramped, increase the size of the frame or reduce the font size.
08. Make sure it's readable
Your logo will appear on all branding materials, from your website's header to business cards. Your text should always be legible, no matter where it's used. Please pay attention to the size and font and test it across various platforms (like Facebook, Instagram, and Twitter) and devices (such as desktops, smartphones, and tablets).
If your logo is hard to read, it will not fulfill its purpose. Ensure that it is clear and readable in any setting for all potential customers.
09. Design a logo that can scale
One key to a successful logo is making sure it's scalable. Your logo should always be sharp and easily recognizable, whether large or small. This applies to both text and design elements.
Consider creating multiple logo versions — one for small icons like favicons and another for full-size applications with vertical and horizontal layouts. The more flexible your logo is, the easier it will be to work with in the future.
10. Add contrast to the background
Choose a background color that contrasts your text to ensure your logo is always visible. For example, if your text is white, a darker background, like black, can make it stand out. Such minor adjustments can make a significant impact.
Be mindful of your overall color palette, as colors evoke happiness, trust, or excitement. Learn more about color psychology, the color wheel, and color space to ensure you use the right combinations for your logo.
11. Align all the elements
Once all the elements of your logo (icon, name, slogan) are in place, they must be well-balanced. Alignment, symmetry, and negative space are essential for visually pleasing design.
While there are no strict rules, we suggest aligning all your elements in one direction — left, center, or right. This consistency will make the design feel unified and cohesive.
12. Increase the size of the icon
The size of your icon impacts how other logo elements are positioned. Your icon should never be shorter than your text. To fix this, you can increase the icon's icon size to match the height of the text or even make it slightly larger.
13. Research your competitors
Look at your competitors to see which logos successfully reach your target audience and which are not. Analyzing the logos of competing brands can help you gain strategic insights and stand out.
For example, if all your competitors use monochrome logos, you could experiment with color or unique typography to make your brand pop.
14. Aim for a timeless design
Classics always stay in style. While following the latest design trends is tempting, remember that trends come and go.
Since your logo is the face of your brand and will be used everywhere (social media, emails, business cards, etc.), it's worth investing the time and effort to ensure it remains relevant and appealing for years to come.
15. Make it memorable
A great logo isn't just noticed; it's remembered. You want customers to recognize and remember your logo long after seeing it. Think of a few logos that have stood out to you. Why do they resonate? It's likely because they create a positive association with a product or service.
You want customers to build positive and meaningful associations with your brand, and an effective logo is the first step in achieving this. Some of the most iconic and memorable logos, like McDonald's McDonald's, Coca-Cola, IBM, Visa, and Apple, are simple, clear, and directly represent the brand. If you stay true to your brand's values and design a logo that communicates who you are, people will remember your logo and connect it to your brand.