top of page
  • Writer's pictureCatherine White

Essential Small Business Logo Design Tips & Considerations

Essential Small Business Logo Design Tips & Considerations

Do you think logo design can be quick and easy? If done right, creating an effective logo requires research, trial and error, and many revisions.

A poor logo is of little use to your small business. This might be the reason 67% of small businesses will pay at least $500 for a designed logo.

These small business logo design tips and design phase guidelines and the other articles in our blog about logo design will save you valuable time and money. They will also help you design the logo you need. Let’s dig in and get on the road to successful logo design!

Helpful Considerations for the Initial Design Phase

There are no hard and fast rules about the order of logo design steps. These steps are helpful in the early stages of design.

Understand What Makes a Great Logo

You can always search for information online about the key features of a great logo. To save time, check out other articles in our social benge blog that provide information about those key features. Other blog articles discuss the important attributes of a great logo, give examples using well-known logos, and provide other informed suggestions for small business logo design tips.

Study Great Logos for Inspiration

Look around at existing logos and answer these questions:

  • What logos affect you positively and effectively?

  • Which logos stand out to others?

  • Why do they work?

  • How do they achieve the key features?

After you study other inspiring logos, use that inspiration to figure out what works in your design. From there you can fine-tune your logo to stand out above the rest!

Focus on Conceptual Ideas in This Stage & Use Inspiration to Get There

Logo design is conceptual at the start and develops into the ultimate form. Early on, read blog articles that inform and inspire. This empowers you when you generate and create, especially in the initial stages.

Brainstorm Freely and Limit Nothing

When generating ideas or creating something, my general rule of thumb is to not eliminate anything. This applies to ideas and illustrations.

process of designing a logo

Keep All Ideas Documented

You should eliminate the less relevant and useful ideas at some point, but keep a note of all ideas you generate. Remember, your initial ideas and illustrations will be useful later.

Also remember that ideas inspire other ideas, and you may find that your logo pulls together multiple concepts that are important to incorporate.

Learn More About the Logos Types and Stylistic Considerations

Information, tips, examples, and considerations about the logos types and style choices are in the next section. Review this information at the start. Keep it handy along the way as you design.

Types of Logos and Design Style: Info for All Stages of Designing

Knowing how to design a logo can be tough. Let us review some advice from digital marketing companies and from the graphic design field to get you started with designing.

Logo Type

Think about your type of logo. Here I mention the different types of logos and give some helpful ideas about choosing what is best for you.

Graphic or Abstract Logos

This type of logo represents a business’s brand and expresses the characteristics, nature, usefulness, or benefit of the company

The Nike logo is an outstanding example. The Nike logo looks like a sort of check-mark swoosh. Some think it suggests movement. The logo might also symbolize checking something off the list by “Just Do(ing) It.”

Choose an abstract logo if you want to inform the public about your brand symbolically. If you do, ask yourself what represents your business and brand. Then express this in abstract form.

Iconic Logo

This logo is an image or icon of something that identifies the company itself, like Target’s iconic bullseye or the Apple icon.

steps to design a logo

You might choose this logo if the public already recognizes your business, your public following is significant, and if you want to step up the game.

If you consider this type of logo, is your company well enough established for folks to identify rapidly that this logo symbolizes your company?

Character Logos

These logos have a character such as the Wendy's logo. Some people call this a mascot logo. Companies often use this logo when they want to reach a family, especially one with kids.

If you think of going with this type of logo, determine if a face or a character might benefit you and why. Would it smile or greet? Does it suggest something else you want to express by being silly, welcoming, or fun?


These logos include the full name of a business. Famous wordmark logos include logos for Legos, Nikon, Yahoo, and Time with the entire name written out.

This logo might heighten awareness of your business and its name. If you like this option, ask yourself if it promotes enough recall of your business and brand.

If you expect it might, does a business name alone outweigh the power of an abstract symbol? Would a wordmark logo look great because your business name is one word only? Alternatively, could your whole name fit by placing each word on top of the other?


A lettermark logo comprises a few letters, such as the company’s initials. Think of the logos for IBM, BBC, or HBO. For these, each letter stands for the full name of the company.

If this interests you, does it achieve all of what you want? Does it sacrifice anything that the other logos might offer?

Combination Logos

These logos combine a symbol or image with text and can incorporate multiple features. The logos for Burger King, John Deere, Taco Bell, and Android are examples. This is a great option, but ask yourself if everything included fits while retaining clarity.

Emblematic Logos

These logos look like a badge or seal. Colleges or universities often use emblematic logos. Harley Davidson’s emblem logo is another example.

This logo is exciting and less often used. If an emblem logo appeals to you, ask yourself why it benefits you the best. Does it give a sense of a stamp of approval, suggest authority, or express a formality or sophistication you desire?

This logo usually requires more advanced graphic design skills, so also, ask yourself if you have the talent or resources to create one.

Font Size and Style

It is common knowledge that your logo font must be clear and readable. It is also essential that the font matches your brand. Font size and style must align with your company’s own style and personality.

process of designing a logo

For example, cursive could be young and playful. A bold, larger Times Roman font might feel definitive and robust. A simple font that is easy to the eye, such as Sans Serif, might suggest that your company is transparent.

Experiment with options and do not use something messy or complicated. Otherwise, viewers will immediately dismiss it.

Shapes and Orientation

Shape(s) and orientations should align with company personality and style.

Lettering with no shape gives focus on font choices, sometimes giving formality. Lettering inside a shape could gain uniqueness. Lettering outside of a shape resting behind it might allow the use of different colors for contrast.

An irregular shape might suggest something creative or whimsical. An emblem logo could appear as a circular seal. An emblem might really impress as a uniquely styled badge.

Combination logos must consider orientations. You can place a pictorial on top with lettering below or vice versa. Stretching the logo across a horizontal or vertical might help get it all in.


People make up their minds about a person or product within 90 seconds, and between 62% and 90% of their opinion depends on color alone.

Color can affect feelings and moods and may affect choices as well. For this reason, the choice of logo color is important.

how to start designing a logo

A food market might choose a green logo to suggest that their products are healthy, organic, or fresh. Green might also help businesses inform others of their environmentally friendly products or services.

Colors do not have to be representative. Sometimes companies use colors to grab attention. Red can be powerful and loud. Multi-colors can differentiate multiple elements or raise focus on a certain part. High-end companies might choose only black to show a focus on refinement versus frill.

How does color impact your logo and why? Will it help express something about your company? Will it help you stand out? What feel might the public receive from the use of color?

Remaining Small Business Logo Design Tips

Here are logo design tips for your business to use in any stage of design, whether it be creating a variety of designs, revising and refining a logo, or completing the last draft.

Use Design Software if Illustrating Is a Challenge

Apps are useful for quick and easy logos. Remember, though, that going through the design process is crucial to getting a quality logo connected to your brand identity. Usually, it makes more sense to hire a pro!

logo design tips for your business

Know When to Involve Others

Some small business owners struggle to generate ideas for visuals. Others find designing and refining a logo hard. Other owners need help to eliminate versions and decide between the last possibilities.

There is power in numbers. Reach out to your colleagues. Talk to other professionals when you need help.

If You Hate Designing or Cannot Do It… Don’t

We understand that designing a logo that actually does its job is quite difficult.

Remember, your time is your money. If you are at a loss where to begin, if you get stuck along the way, if you feel like designing a logo is overly time-intensive, or if you cannot decide between choices, choosing a reputable digital marketing company might be your best bet.

We want your design process to be fun and rewarding! Our blog provides other supportive articles about small business logo design tips for those who design on their own. Contact Us at any design stage if you need help!

Recent Posts

See All


bottom of page