Choosing a Logo for Your Business

Many brands are known for their logo, meaning that it does have an impact on how your business is perceived, and a logo is the first impression people will get of your brand. Choosing a logo for your business is an exciting and important task. It gives your business a sense of identity, defines its appearance and makes it more memorable as well as producing benefits for your business by making you recognisable and unique. Ideally you want something that doesn’t date, isn’t too complicated and works across different mediums for marketing.

Before deciding on a logo, make sure you know what type of personality you want your business to have. Ask yourself who your business is primarily aimed at, considering the demographic of your target audience, and think about what shapes, colours and fonts you could use to sum up your business and appeal to your target audience. As you go through this process, keep in mind the type of business you have and who you are marketing to so that you don’t lose sight of what it is you are trying to say about your business with your logo.

If you are using an image for your logo, make sure that it bears some representation to your business or business name and exhibits its character. Your logo doesn’t necessarily have to portray in one image exactly what your business does but having a story behind your company’s logo and why it is relevant gives a sense of uniqueness and shows that you are committed to your business.

It’s common to use letters for a logo. Many logos use the first letter of their business or the first letter of each word from its name. You can also use the name of your business as your logo if it’s not too long. Consider using just a few letters if your business name is more than a couple of words or is lengthy.

Whether you’re using just a few letters or a strapline in your logo, you should consider the font you use for your branding and what different fonts can say about your business. There are four main font classes which are then divided into many of variations of each, so there are plenty to choose from, giving you the opportunity to decide which best fits your brand. The ‘Serif’ fonts are traditional ones used mainly in print media and academia. Although it’s a classic and can be truthful of your brand, make sure it’s the right fit for your business. ‘Sans Serif’ fonts are the most popular, as whilst they are easily legible, they bring a more modern feel to the text and a bit of fresh fun too. Another front class is ‘Script’ which are close to the appearance of handwriting and hold character and creativity - great if that’s the kind of brand you’re aiming to be - but make sure you choose one that is easy to read as they can sometimes look too complicated. Then there are display fonts which are very eye-catching and distinct. Choosing the perfect font for your logo will set it apart from other businesses and give off the right impression.

Choosing a colour for your company’s logo depends on the nature of your business and target audience, as colour can say a lot. Using colours of any shade gives a friendly feel and could be more inviting to potential customers. For example, bright colour choices like red, orange and yellow represent excitement, energy and fun, whereas cooler colours like shades of blue and green bring a calmer feel, relating more to nature and growth. Going for a scheme that introduces black, white or grey - whether it’s alongside brighter colours or by itself - brings a balanced and sophisticated feel. If you are looking to combine colours within your logo, consider using shades of similar colours so the logo isn’t too busy or complicated. There are lots of different shades of each colour, so there are endless options to use use lighter, brighter or darker shades of any colour depending on how you want people to feel when they look at your logo, who you are targeting and what you want your logo to say about you as a business.

Once you’ve decided on all the elements that you want your logo to be made up of, you and your designer can start to put them all together and see your logo develop. You can hire a designer to help you with the process to make sure the outcome is professional and beneficial. Giving the designer an understanding of what your vision is throughout the design process will mean that you’re more likely to get something that fits you and your business and set you apart from competitors.

It’s important to choose a logo that could work across different mediums – for example business cards, packaging, a website – so the versatile nature of it means that you can use it as a marketing tool in many ways. When all of this has come together, you’ll have the new face of your brand and you can start using it as a marketing tool!

Whether you want your customers to see your business as trendy or traditional or as a mixture of the two, choosing the right logo can impact on how your business is perceived.

For advice of branding and design for your business as part of your marketing strategy contact us today at

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