Designing your logo is one of the most exciting parts of launching your business. It's the moment you create a symbol that conveys who you are as a brand and makes the whole adventure feel real.
But here's the catch: creating a logo takes a lot of thought and effort. After all, not just any design will do. You need a logo that represents your brand—and no one else's! Think about iconic logos like McDonald's or Nike. We recognize them instantly, even without the company names.
Why? Because these brand logos perfectly reflect the identities of each company. McDonalds’ warm yellow arches make people think of grabbing a quick, tasty bite, while Nike's sleek swoosh captures the feeling of performance and speed.
Now, we're not saying your new logo needs to be as recognizable as these leading brands (at leasts—not right away!). But it’s crucial to create a symbol that shows people what they can expect from you.
Not sure where to start? This guide will walk you through simple strategies to design a custom logo that helps your brand get the attention it deserves.
Steps to designing a successful logo
Put down the sketchpad! A lot goes into logo design before you start making mock-ups. Check out our top logo design tips for creating the ideal symbol for your brand.
1. Figure out who your brand is (and what you stand for)
Getting to the heart of who your brand is at its core can seem like a daunting task, but it doesn't have to be! Break it down into these 3 simple steps.
#1 Think about your brand mission
What's the "why" behind your business? Did you start your business to solve a problem, bring a new innovation to the market, or offer customers a more ethically sourced option?
#2 Identify your brand values
Your values are the foundation of everything you do, so they should be a big part of how the world sees your brand. Take some time to really think about the principles that guide you. Whether it’s inclusivity, social responsibility, high-quality services, sustainability, or something else entirely—your values will be unique to you and what you care about.
#3 Define your personality
Your brand's personality will shape the voice you use to communicate with your audience. But how do you find your brand voice? Pinning down your brand archetype is a huge step in the right direction.
There are 12 primary archetypes, and most brands use a mix of 2 or more, so you don't have to stick to just one!
Here are a few of the most common brand archetypes, their traits, and companies that embody them:
- The Hero: Strong, brave, and determined (Adidas, Patagonia, Under Armour)
- The Sage: Wise, insightful, and reflective (Google, TED-Ed, The New York Times)
- The Creator: Creative, imaginative, and inventive (LEGO, Apple, Adobe)
- The Caregiver: Compassionate, supportive, and nurturing (Johnson & Johnson, Whole Foods, Dove)
- The Rebel: Bold, fearless, and unconventional (Harley-Davidson, Dr. Martens, Jack Daniels)
- The Explorer: Adventurous, free-spirited, and curious (Jeep, The North Face, Lonely Planet)
Once you defined your mission, values, and personality, you have the perfect foundation to design a logo that's a visual representation of who your brand is, what it does, and what it stands for.
2. Choose the right color palette
Believe it or not, colors have a strong psychological effect on our minds. The colors you choose for your logo will influence how people feel when they see it.
For example, the following colors evoke feelings of:
- Blue: Trust, calm, professionalism, and security
- Red: Energy, excitement, passion, and boldness
- Green: Nature, health, growth, and sustainability
- Yellow: Optimism, happiness, warmth, and creativity
- Orange: Playfulness, enthusiasm, creativity, and friendliness
It’s important to choose a color that matches the message you want to send. If you're unsure where to start, think about how you want your brand to make your audience feel when they interact with it.
But don't limit yourself to just one color! Any great logo uses two (or more) colors to create balance and harmony. With the right color combo and logo design tools, your design will be instantly memorable and make a lasting impact on your target audience.
3. Pick a strong font (if using text)
Like your brand's colors, the font in your logo says a lot about your brand's overall vibe. The right font helps you instantly connect with your audience and sets the tone for how your brand is seen. Here are a few tips to help you pick the right one:
- Match your personality: Bold, sleek fonts like Arial Black or Verdana work well for a professional feel, while playful, handwritten typography like Comic Sans or Brush Script give off a more fun, laidback vibe.
- Keep it legible: Fancy fonts are great—as long as you can read them! When it comes to font, clarity is king.
- Make it versatile: Make sure your font looks appealing on different platforms and marketing materials. From your website to social media to business cards—it should feel consistent no matter where it pops up.
- Stay true to your brand: Fonts that align with your brand’s core values work best. Forget about what fonts are trendy right now and pick something that really feels like you. This way, your logo will look timeless and authentic as the years roll by.
4. Keep it simple (but memorable)
The best logos are usually the simplest ones. Just look at the Target or Apple logo—these clean designs are easy to recognize and hard to forget. When creating your logo, try not to add too many elements, as this can make it look cluttered, unclear, and harsh on the eye.
A straightforward design often works better than something abstract. A simple logo is easier for customers to recognize instantly, whether they see it on a website, billboard, or product, and it’s more likely to stand the test of time, no matter what trends come and go.
5. Ask for honest feedback
Once you've created your logo, take a moment to ask yourself a few key questions:
- Does it communicate the right message?
- Does it fit your brand's personality?
- Is it clear?
- Does it stand out?
- Is it memorable?
Then, take it a step further by getting honest feedback from friends, family, or even potential customers. Ask if it's attractive, easy to recognize, reflects what your company does, or anything else you want to know.
Getting a mix of feedback will help you make sure your logo makes sense for you, attracts the right audience, and creates a positive impression of your brand.
Create professional logos (and much more) with BRIXbranding
Need help creating a logo that really captures your brand's essence and sticks in people's minds? Our branding experts are ready to help. We can guide you through every part of your brand identity—from logo and voice to your story, messaging, and beyond.
We proudly work across many industries, including Architecture, Engineering, Construction, Environmental, and Agriculture, plus professional services sectors like Finance, Law, and Consulting.
Rest assured, we take the time to really get to know your business. By understanding your brand personally, we create visuals and messaging that feel authentic and help you connect with your unique target audience.
Ready to create your own logo (and much more) with BRIXbranding? Fantastic! Reach out today to get started!