How to Choose a Logo for Your Small Business
A good logo is simple, readable and made to last. Here is how to judge one before you commit.
A logo is the most repeated piece of your business. It sits on your website, invoices, vehicles, signs and social profiles, so it needs to work everywhere, not just on a screen in a design file. These are the points that matter when you commission or choose one.
Start with what the logo has to do
Before you look at colours or fonts, write down where the logo will appear. A contractor with a truck and uniforms needs a mark that stays clear at a distance. An online shop needs one that works as a small social icon. Knowing this up front keeps the brief honest.
Five qualities of a logo that works
- Simple. If you cannot sketch it from memory after a minute, it is probably too busy.
- Readable at small sizes. Shrink it to the size of a favicon or a business card corner. Fine detail disappears first.
- Works in one colour. You will need black, white and single-colour versions for stamps, embroidery and print.
- Fits your business. The style should suit your customers, not just your taste.
- Lasts. Trends fade. Clear shapes and sensible lettering age better than effects.
Common mistakes to avoid
- Using stock icons or templates that other businesses also use.
- Relying on gradients, shadows or 3D effects that do not reproduce in print.
- Choosing a typeface that looks good large but is hard to read small.
- Skipping the file formats you will need later. See our guide to logo file formats.
What to ask your designer
- How many concepts will I see, and how many rounds of changes are included?
- Which file formats will I receive?
- Will I get versions for light and dark backgrounds?
- Is there guidance on colours and fonts so the logo stays consistent?
Next step
If you are a business in the US, UK or Australia and want a logo built to these standards, see our logo design packages or request a quote.