What to Consider When Designing a Logo For Your Small Business

40 Fonts for Logos that Every Great Designer Needs
February 7, 2019

 What to Consider When Designing a Logo for Your Small Business


Making a logo is the biggest step to getting customers interested in your business, which is all you need to start making money! Luckily, the fastest way for small businesses to get a unique, professional logo is to use the Tailor Brands logo maker. It’s easy to use, full of beautiful designs, and takes under five minutes to create your business logo.

For small business owners that don’t have tons of time or the budget to sink into designing a logo, the Tailor Brands logo maker is the perfect solution.

However, we recognize that some people like to take the longer route and design their business logo themselves. If that sounds like you, read on for 5 things to consider when designing your logo.


#1. Type of logo – words vs. images


There are three main categories of logos: Images, words, and combination marks.

Wordmarks don’t use images; instead, they focus on communicating brand personality directly with letters, through fonts and colors.

Brand marks, on the other hand, are logos that only use graphic symbols or icons that represent real-world objects.

And combination marks, like the name sounds, use a combination of lettering and symbols to form a logo.

Each type of logo has its own strengths, so it’s important to decide which one is most in line with the goals of your business. Think about what your business does and the message you want to get across. Then, decide which type of logo would best represent that message.

For example, using an icon that looks nice but doesn’t have anything to do with your business is probably not the way to go. And, if you’re considering a text-based logo, ask yourself if the name of your business alone is enough to convey what your business does.

Once you’ve decided on the shape and form of your logo, it’s time to move on to the design itself.

#2. Select colors that reflect your brand


Colors are permeated with meaning, whether people consciously realize it or not. There is a whole area of study devoted to color psychology, or rather, the subliminal messages that different colors give off.

The colors you use in your logo tell a story about your business and brand. Here’s a brief list of the meaning of each color in your logo design:

  • Red: Gentleness, envy, romance, comfort, warmth, love
  • Orange: Energy, excitement, prosperity, playfulness, change
  • Yellow: Friendly, cheerful, youth, positivity, happiness
  • Green: Nature, health, wealth, tranquility
  • Blue: Wisdom, loyalty, spirituality, sophistication, respectability
  • Purple: Luxury, royalty, authenticity, introspection, high-quality
  • Pink: Physical tranquility, romance, love, femininity
  • Brown: Seriousness, reliability, confidence, security, friendship
  • Gray: Efficiency, timelessness, classic, serious, mysterious
  • Black: Power, intelligence, strength, luxury, modernity
  • White: Purity, clarity, youth, innocence, hygiene

Choose the color(s) that best communicate your brand message.  

#3. Use an appropriate font


Fonts are characterized by families: Serif, Sans Serif, Slab Serif, and Script:

  • SerifThis style of font has a more conservative design and the presence of “feet” at the tops and bottoms of most letters.
  • Sans Serif – These fonts are contemporary. Unlike their Serif cousins, they offer a simple, clean finish, and have a modern feel.
  • Slab Serif – This type of font is characterized by its solid and bold approach, and is more at home with modern brands than classical ones. These fonts can either be rounded or angular, with some closely resembling typewriter styles.
  • Script – As the name suggests, these have a handwritten, decorative look. They express creativity and emotion.

As you think about which font would be best for your logo, remember that customers have to be able to easily read it.

#4. Less is more


Simple logos are easy to recognize and remember. And, simplicity is a key ingredient for logos, because most consumers only focus on logos for a short time.

Think of some of the most successful logos in history, like Nike’s single swoosh or Apple’s fruit icon. They highlight the most important parts of the brands’ personalities, without forcing customers to “work” to understand what they’re looking at.

So, in keeping your design simple, try focusing more on aspects like colors and fonts, and breaking down the idea behind your business into its simplest form.

Overall, try to use as few elements as possible to communicate your brand’s identity. Realize that your logo will appear in many different contexts and in many different sizes; a design that is too detailed and complex probably won’t look nice when it’s condensed into a small size.

#5. Test it out first!


Once you have a logo design you like, it’s time to test it out.

Remember, your logo will be appearing in all sorts of different places, both online and offline. Before you officially commit to a design, try putting it on different branding materials, like an unpublished social media page or a business document. Will it look as good on a screen as it does on a business card?

Because you want your logo to be versatile, you can always tweak your logo if something in the design isn’t working for you. Testing it out lets you see how the logo will work for you in real life, without your having to obligate yourself to it yet.


Your Turn



Logo design can be a lot of work, as it requires resources like time and money that many small business owners simply don’t have. For a quick and beautiful logo design, join over 5 million small businesses in using the Tailor Brands logo maker! Your business will thank you, and so will your customers.