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I want to look at what makes a business logo great, and how you can choose the right logo for your business.

1. Symbolic

This means the logo is kept very simple, without lots of additional features that over-complicate the design. Especially in keeping with modern design trends, minimalism is key.

You may think that you need to make your logo more distinctive in order for it to be memorable for your customers, but you can achieve that by stripping down the elements and balancing the design.

Two ways you can do this are through colour and layout.

2. Effective use of colour

This brings us on to the next point, which is selecting the appropriate colours to convey the right emotions through your logo. That requires a basic knowledge of colour theory.

For example, greens and blues are most often used in the health industries, because these colours signify calm and serenity.

On the other hand, purple is a regal colour, and is often used in brands that want to establish themselves as ‘high end’.

3. Memorable

Having a memorable logo means that it is visually striking while at the same time not being horribly off-putting. This is the part that most non-graphic designers struggle with, though that’s not to say you shouldn’t try anyway.

If you’re struggling, this is where a professional designer can come in, because they will have that extra knowledge and experience that means they know how to create a logo that stands out from the crowd.

4. Versatility

Your logo has to work across lots of different mediums, which can include print materials, email signatures, website and invoices, to name but a few for small businesses. It needs to be translatable and make sense in different contexts, and be appealing at different sizes.

You need to create your logo in vector format, to ensure it scales properly without pixelating.

5. Relevant to audience

You need to create a logo that makes sense to your target audience, whether they are lorry drivers, accountants, actors or administrators.

Research competitors in your target market and take inspiration from what you find. Note the styles, colours, layouts and fonts that are used to inform how your design should look.

There’s no shame in benchmarking, as your customers will more easily relate to your brand if it fits within an established market.


A logo is not just an image, but a distillation of your entire brand that should be recognisable in many different contexts. It’s going to communicate your values and position you in a certain market.

A lot of work goes into designing a logo, and these tips will hopefully get you started.

If you think you would like to employ a professional designer to help you with this valuable element of your brand, please get in touch with us today at