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How to design an effective logo

– Monday, November 03, 2014

Why is a logo important? The purpose of a logo is to visually represent your business. To give a sense of what you do, as well as your level of professionalism and capability. A well-designed logo inspires confidence in potential customers and builds recognition around your business. 


Probably the most fundamental part of designing an effective logo is research. Before we even put pen to paper we always do a tonne of research. We look at competitors’ logos to get a sense of what is out there already, as we don’t want our client's new logo to look similar to a competitor. It also helps to get a general sense of how similar businesses visually represent themselves.


The next step is to work out a strong idea or ‘concept’ for the logo. For some businesses this is easy, for others a more abstract notion needs to be explored. For example, last year I designed a logo for a flower grower. In this instance it made sense to use a flower graphic in their logo and this quickly gives a sense of what the business does. However what do you do for a business that does multiple things or can’t be represented so easily?

We usually create a bit of a map/list of phrases that describe the business. In the case of Premium Business Group (pictured), this list included words and phrases like, accounting, financial planning, tax, superannuation, strong, conservative, meeting point, hub, group, etc. Premium Business Group actually describe themselves as a ‘financial services hub’, so in the end we decided trying to visually describe a ‘hub’ would be a good strong concept. 


Now that the concept is decided upon we start making some quick hand-drawn sketches, which frankly are quite embarrassing! But this does help us quickly come up with visual solutions and helps generate ideas about what the logo could look like. I usually scan my sketches and use them as a base for drawing them up properly on the computer. 


Where the type will sit is usually also included in my sketches, but it’s not until we start working on the computer that we really begin to look at the typography. It’s important to select a font that has the right look and feel for the business. In this instance I used a mixture of both serif and sans serif.


Ultimately the style of the graphic and the typography give a sense of the logo’s personality. Colour also plays a big part. It’s important the logo’s personality reflects the personality traits of our client. Colour theory is a fascinating subject and is very important to consider when selecting the colour palette of the logo. For example if a business is eco-orientated, the use of greens and browns would be a great choice. Blues give a sense of trustworthiness, professionalism and confidence, which is why they are used so regularly in the business world. And this is the reason we used these colours for Premium Business Group.

Pulling all these things together (and more!) is how to design an effective logo. It’s certainly not an easy thing to do, and there are lots of important considerations to make. If you think it’s time for a re-fresh of your businesses logo, or if you’re just starting out, we’d love to have a chat about how we can visually represent your business. Contact us today and view our past logo designs here.

Click to view images of our progressive design stages…

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