A logo is a visual representation of your brand and is
included in all your marketing materials. A strong logo can help build customer
loyalty and brand identity. Keep reading to learn how to create your small
1. Choose the type of logo
There are three primary types of logos:
Font-based logos use typefaces to
showcase your company’s name. Think
Google, Skype, IBM, or Workful.
Literal logos illustrate precisely what
your company does. For example, CertaPro Painters’ logo includes a paintbrush.
Abstract logos don’t initially have
anything to do with your company, but, through a lot of time and money, will eventually
be connected to your company. Think Nike’s Swoosh.
Choosing the type of logo to use will depend on how much
time, energy, and money you want to spend on connecting your logo to your
business and mission in your customers’ minds.
2. Determine the message you want to convey
If you don’t already have a mission statement, start there. Throughout the logo creation process, keep your mission statement in mind to make sure your logo connects to it. Read also: Creating Your Mission Statement
Then, determine which aspects of your company are the most
important to portray through a logo. Is it your personality or culture? Is it
the element that sets you apart from your competitors? Or is it your
relationship with your target market?
3. Determine if your industry will influence your logo
Looking at other logos in your industry can help you create
a logo that will differentiate your business, while still fitting into the
overall feel of the industry.
For example, if you sell high-end jewelry, you might want to
keep your design and font choices classic and timeless. If you’re a trendy
clothing boutique, however, you might choose fonts that are a little more fun.
Be careful not to choose anything too trendy because you may have to change your
logo regularly to keep it from looking outdated.
4. Consider where you’ll use your logo
Your logo might appear on business cards, stationery, billboards,
or even the side of a truck. It should look good everywhere you use it. Making
sure its simple and scalable will make it easy to reproduce on any medium.
5. Design your logo
If you’re artistic and skilled with Adobe Photoshop, you can probably create your own logo. You can also use free online design companies, like GraphicSprings or LogoMaker, to create a logo yourself.
If you don’t trust your artistic ability and want help from
a professional, hire someone to design your logo for you. If you use a
professional design firm, the price might be more than you’re willing to spend.
A good logo should last at least ten years, so the cost might be worth it in
the long run.
If hiring a professional design firm isn’t in your budget, look
for freelancers, who will typically charge less than a professional design
6. Keep your colors to a minimum
Printing services will often charge you by the color, so the
more colors you have, the more it will cost to print. Some mediums, like print
ads, may only allow you to use a few colors, so look at your logo in black and
white and in one color to make sure it still looks good.
7. Trademark your logo
Once you’re happy with your logo, trademark it. Trademarking your logo through the U.S. Patent and Trademark Office protects it so other companies can’t steal it. Learn more about trademarking your logo.