A great logo is capable of establishing a good rapport with your company’s target audience. Today, a company logo is not just a business symbol to identify a company and its products or services; it’s a symbol of it identity for the internal team and supporters and the promise it makes to their target market.

What are some of the considerations you have to make before choosing a logo for your business?

Know Your Brand

Before you set out to design your logo, make sure that you have clear insight into your brand. What is “your brand?” your brand is;

  • Your target market
  • Your unique value proposition
  • Your reason for existing
  • Your core values
  • Your ideal partners & employees

Yes! Your brand is all that and more… yes! All you must consider ALL THIS STUFF before deciding to design a logo or anything for that matter related to your business.

I’m sure most, if not all website developers have had instances where a client walks in looking for website design and then along the way he mentions, “Oh, by the way you could also whip up a quick logo for me to go with that website.” That’s how little many small business entrepreneurs value their brand identity forgetting that this logo you have “whipped up” will affect your long-term survival as a brand.

You must therefore take the time to really think about what you want your brand identity to be, as well as the impression you want to leave on potential customers, employees and partners. Hire a brand consultant or sacrifice some personal time to research your industry and validate your vision.

Use colors wisely!

Colors are crucial in determining your brand’s message. This is why marketers/entrepreneurs who are deliberate about their company’s appearance and perception know how to combine color theory with business when it comes to logo design. In sales and marketing, emotions are powerful and will always drive our decision making.

As a brand, you want to cultivate a strong emotional connection with your customers and that’s where color comes in!

Do you already have a company logo? What made you choose those colors?



Here’s a quick list to guide you if you are planning on a logo. Also check your current logo to see if you actually chose wisely!

  • Red — passion, excitement and anger.
  • Orange — playfulness, vitality and friendliness.
  • Yellow — happiness, youth and optimism.
  • Green — stability, prosperity, growth.
  • Light Blue — tranquility, trust, openness.
  • Dark Blue — professionalism, security and formality.
  • Purple — royalty, creativity and luxury.
  • Pink — femininity, youth and innocence.
  • White — cleanliness, virtue, health or simplicity.
  • Gray — neutrality, classic, serious, mysterious.
  • Black —powerful, sophisticated, edgy, luxurious and modern.

In addition, another effective tip to create a powerful logo design color is to make sure that it is equally impressive in black and white. There are many instances when a logo appears without colors. It may be on documents, faxed documents, newspaper ads, stationery, and many other items. This means that your logo should make a good lasting impression even without color.

Pick fonts carefully & thoughtfully

When contracting graphic designers, many business owners & marketers do not pay attention to the selection of typefaces and just go with what the designer chose for them, randomly. Typefaces speak about the personality of a brand. You have to make an effort to ensure that there is no mismatch between the typeface you chose and your intended brand personality. If the choice of typeface does not speak for your brand, the logo will send wrong signals to your potential customers.

Give the logo type some good thinking, it matters—A LOT!

In most cases, we recommend the logotype option for our clients. This is the one where you have your company name within the design itself. The most famous example of logotypes is Coca-Cola and Facebook.

The advantage of this type of logo is that it will have your company name visible to the customers immediately. On the other hand, if you choose to have a symbol as your logo, it will take significant amount of time (AND MONEY) to generate brand awareness about you—also, you have to ensure that the story behind the brand is so strong that it will catch on enormously—think APPLE for example.

The safest bet when it comes to logo type is a combination logo, the one that has both the symbol and company name.

Go for simple—ALWAYS!

One of my favorite quotes about design and branding is by Jared Spool,

“good design when done well should be invisible”

another close favorite is by Dieter Rams,

“Good design is as little design as possible.”

In logo design, it’s just 2 key elements to emulate; a simple logo has ONE or TWO colors only and is easy to remember fully i.e. all of it or at least one distinct element of it. Think NIKE, MERCEDES, CHICAGO BULLS. Get the point?

So, to create a powerful company logo design, you should most importantly make sure that you know the brand inside out because your logo is a unique but simple design that conveys a holistic brand message.

Do you need help defining your brand and developing brand elements like logos, sales collateral, strategy and more? Give us a call on +256393241655 TODAY.