A new business needs a simple, distinctive logo plus a small set of colours, fonts and rules for using them, delivered in every file format you will need. Define who you serve and how you want to sound before any design begins.
A logo is only one piece of a brand identity. New businesses often rush to get a logo and then discover that nothing else matches. A little planning gives you a look that works on your website, signboard, social pages and documents.
Use this checklist when you commission a design or review one.
Before you design: know your brand
A designer can only express what you can explain. Write a few sentences about who you serve, what makes you different and how you want customers to feel. Look at competitors, and note what you want to resemble and what you want to avoid.
- Who are your customers?
- What do you promise them?
- What three words describe your brand?
- Which competitors do you admire or want to differ from?
What a good logo does
A good logo is simple, memorable and appropriate. It should be readable at small sizes, work in one colour and on dark and light backgrounds, and differ clearly from competitors.
- Readable as a small social profile picture
- Works in black and white
- Has a horizontal and a stacked version
- Does not rely on fine detail that disappears when printed small
Beyond the logo
A brand identity includes colours, fonts, imagery style and a few rules for using them. Ask for these as part of the job.
- Colour palette with exact codes
- Typefaces for headings and body text
- Rules for spacing and minimum sizes
- Examples on a card, a signboard and a social post
The files you should receive
At the end, you should own the files in forms that other designers and printers can use.
- Vector logo files and common image formats
- Colour, black and white and reversed versions
- A simple guide that explains usage
- Social media profile and cover versions
Common mistakes
Copying a competitor's look, using free templates that thousands of others use, choosing fashionable effects that date quickly, and using many fonts and colours all weaken a brand. So does changing the look every year.
Apply it consistently
Consistency is what makes a brand memorable. Use the same logo, colours and tone on your website, social pages, invoices, signboards and packaging. Keep the guide handy for anyone who creates material for you.
Key takeaways
- Define your audience and personality before choosing visuals
- Choose a logo that is simple and works small and large
- Receive colour, black and white and reversed versions in all formats
- Write down colours, fonts and usage so everyone applies them consistently
Common questions
How many logo versions should I receive?
At least a main version, a compact icon version and colour, black and white and reversed files for print and screen.
Can I use a free logo maker?
You can, but templates are not unique and may be hard to protect or extend. Consider how long you plan to use the brand.
Do I need brand guidelines?
A short guide keeps your look consistent across print, web and social media, especially when several people work on it.
Keep reading
- What to Put on a Company Website Home Page
- Website Launch Checklist: Things to Check Before You Go Live
Where we help
- Branding for hospitality
- Get a free review of your website
- Areas we serve: Dombivli, Thane, Mumbai and more
Starting or Refreshing a Brand?
Starting a business or refreshing your look? We design logos and complete identities. Tell us about your business and who you serve.
