business logosPart One… TYPES OF LOGO

You want to design a logo for business? – Your Business? Firstly, I would recommend using a Graphic Designer as most tend to know what they are doing and have gone through this process (hopefully) with other clients, however, whether you know one to use, or are thinking about doing to do it yourself here are a few tips to help you think through a few ideas and how to proceed.

When thinking about designing a logo for you or your business begin by looking at your competitors see what they do and the colours they use. Get ideas but don’t aim to copy, aim to improve on them, take the strong ideas and reject the weaker but decide why they are so.

A logo is based on two main elements, type and symbols.

shell petrolYou can have logos based on one or both elements. Some of the stronger logos in business are just symbols but when  a little abstract give away few clues about the services offered by that company and rely on historic reputation. In most cases the logo has developed over time as the company has grown in stature and renown.


Many logos consist of type only – its clear to the customer the name of the company but again may not fully explain what they do. This, at the risk of repeating myself relies on the marketing and reputation the business develops.  Different styles or types of logos suit different businesses and how the branding is treated is paramount.

Type based logos are most effective when using a slightly obscure or unique font or one that is tweaked in such way to make it unique. An added tail on a letter, or elongated ascender or descender, merging of letters or altering their basic shape. This also stops copycats or fraudulent companies masquerading as the legitimate business – (I would point out here that most people would not notice a slight variation in style in 99% cases)

For more information and a good joke about choosing fonts click here

20cfoxRecognition and creating ‘associations’ is the main aim of a company logo – it has to convey a message or promote a product in the hope of  creating customers and brand loyalty. Some people remember names, some remember faces – if you utilise both elements in a logo it will have more chance of being memorable to both groups of people.  A successful logo often creates an emotion and is therefore associated with the product or service. A logo should be able to communicate quickly what you do when seen by a customer. 
Instant recognition will be developed over time and good marketing of your brand and products, but creating an interest and an understanding is essential.

How to design a logo for business that conveys your message, carefully consider the following questions when getting down to your design –

What is your message?
Who is your target market?
Not only what colour would be suitable but what colour do you like?
or not like? which is just as important!

Read more about choosing colours here!

Ok, so some may not think pink is great for a builder but what does he/she specialise in building? Who is his target market? Is he selling to the man of the house of the decision maker? A slightly tongue in cheek question!

batmanFinally size and complexity – the most memorable logo is simple and strong. It works in all sizes from billboard to business card.

If you engage a designer to work for you, all of the above tips will help them begin to design what you want, the more information you know about what you want the easier it will be to present you with the perfect logo.

Be careful to look at it and and show other people in case there is something you have missed!

Read Part Two of Designing a Logo for Business!

Angie Phillips of A.N.G Creative Design, based in Essex, UK, helping you communicate your message to your clients and generating more leads and sales.


For tips on "How To Work With A "God" Oops! I Mean, "Good" Graphic Designer And Save Money! Download the book now