Whether you are looking for a brand new logo design or you just want an update on the old one, there are a number of things you need to consider. Probably the last step being which company you should go with. There is no right or wrong company to design your logo. They can give you technical advice or make your logo pretty, but at the end of the day you are the one who really knows your target audience — and if you don’t, you should.

Making the mistake of going with a random visually appealing shape and some text is something that way too many people do. If you are passionate about your business, or at least you want to make a good living, understanding your market and communicating with your audience is of crucial importance. Your branding is the ice breaker in the conversation with your leads — it is a way to introduce yourself and make a good first impression.

Once you are clear about your market and what you want to communicate with your branding, you can go ahead and plan the visual appearance of the logo.

Visual Appearance

Now, you might not be a designer but that is no excuse for not thinking about the appearance of your logo. Maybe you want a simple text based logo, or one with a symbol. Maybe you envision a 3d shape alongside your company name or you want to stick to the Silicon Valley style lower case letter (eg. Facebook, Twitter, Google plus).  Maybe an emblem, or a character, or an emblem on a character. There are plenty of variations to consider. You could look at your competitor’s logo for inspiration or you could do the opposite of their approach to achieve contrast in branding.

Text Based Logo Design

Text Based Logo Design

Logo Design with Graphic Element

Logo Design with Graphic Element

Logo Design with 3D Symbol

Logo Design with 3D Symbol

Logo Design with Letter Mark

Logo Design with Letter Mark

Logo Design Emblem

Logo Design Emblem

Logo Design - Character

Logo Design – Character


In case you have that down, you might want to think about what are the values that you aim to communicate with your logo?

Feminine vs. Masculine

Young vs. Mature

Modern vs. Classic

Playful vs. Serious

Complex vs. Simple

Loud vs. Quiet

Luxurious vs. Economical

Evident vs. Subtle

At this point you did more work on your logo than 50% of the designers do — and you didn’t even start sketching. Design starts with thought. Thoughts have to be gathered and written down. A plan is what makes the difference between an O.K. logo and a Great logo. As Alan Lakein said:

“Failing to plan is planning to fail.”


The colors of your logo can tell a lot about you and your business. Every culture and civilization has its own associations with colors. In case you want to start an internet business, probably your best bet would be to go with the associations present in Western culture, since the online culture is highly influenced by the West.

Common associations in Western culture:

  • Red – Passion, Boldness, Anger, Vigor, Love, Danger, Strength, Courage
  • Orange – Creativity, Invigoration, Affordability, Cheerfulness
  • Yellow – Hunger, Optimism, Comfort, Knowledge, Energy, Joy, Intellect, Youth
  • Green – Fertility, Wealth, Healing, Freshness, Growth, Well-Being, Nature
  • Blue – Knowledge, Professionalism, Trust, Tranquility, Calm, Peace, Cold, Conservatism
  • Purple – Royalty, Power, Wisdom, Spiritualty, Imagination, Luxury, Mystery
  • Black – Fear, Secrecy, Formality, Luxury, Power, Elegance
  • White – Purity, Healing, Perfection, Sterility, Virtue, Innocence
  • Gray – Balance, Sophistication, Neutrality, Intelligence, Dullness, Conservatism
  • Brown – Confidence, Earthly, Solid, Reliable, Endurance, Sincere

Choose the colors that communicate the right values to your leads and clients, but be careful though — choosing too many is like not planning at all. If you introduce more than two hues, your logo will start looking more and more like a random pile of mess. Your best option is to focus on a single main color and a secondary one if the design requires it. You can also use black and white in the mix since they are stand-alone colors. Once you put another color near them they lose any associations and their sole use will be to create contrast.

Choosing a Designer

Now that you have everything in place, it is time to choose a professional who will assist you with creating your logo. So what do you do? Where do you look? Well, the internet is an endless binary jungle and it would be like searching for a bird in the amazon. They come in all sizes, shapes and colors. I think before you start searching for a designer or a design company it is best to define who would be your ideal candidate for the job.

Here is what you should be looking for:

  • Their pricing meets your project’s budget.
  • They offer you a one on one consultation.
  • They provide you high resolution scalable files — preferably vectors.
  • They provide you at least 3 variations.
  • They offer at least 3 revisions.
  • 100% Money Back Guarantee? HUGE plus.

In case you have absolutely no idea what kind of logo you want or you are the type of person who knows once it’s in front of you — you definitely need to work with the designer on an hourly basis. If you don’t, you’ll probably be a nightmare for most designers and that is something that you need to avoid. The person you are working with should love to work with you; this always skyrockets the quality of their work. Once they see you appreciate their work, they want to give you the best they got. It’s just basic human nature; you should pay attention to little things like this to maximize the value you get for your investment.


These are the main points you want to pay attention to when designing your logo. I really hope this was helpful for you. Feel free to comment if you have any questions I could help you with, or you need advice on designing your perfect logo.


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