So you’re starting a business and it’s time to create a logo that will represent your product or service. Piece of cake, right? You can pick your favorite color, the most obvious symbol for your industry, or make it look like a variation of a logo that you saw and liked. Not so fast! This can be the first reaction of most when getting to this step in launching your brand. However, I urge you to answer the following questions before deciding on a logo.

What color creates the emotion that your target audience should feel when considering your product or service?
I know what you’re thinking. “You’re telling me that the color of my logo can make someone feel a certain way?” Yes! There have been many studies on how colors can impact the emotion of a viewer. Yellow can make someone feel excited, happy, or even create urgency. Green, however, can be more relaxing, trustworthy, or make the client think “organic.”  You can read more on color theory here.

Is your brand something that can be represented by a symbol or graphic?
We all want to have a logo that someone sees and says, “WOW! I wish I had thought of that.” The goal is not to create something that looks “cool,” but something that makes sense. Sometimes a business is best described by the company name and might be too complicated or unfamiliar to be summed up by an illustration. Some of the most clear and well know brands use text as their logo. The point is, pick what works best for your business.

What is the main application of your logo?
Some logos will only be used on business cards and at the top of a website, while others may be printed on a product, container, etc. Some things to consider when choosing the right logo is the best orientation (horizontal or vertical,) brightness (light text or dark), shape, and size, that best suites the medium that will be used most often. I recommend getting multiple version and layouts of your main logo designed in the beginning in case the need ever arises down road.


The main thing to keep in mind is that you are picking a logo that makes sense to potential clients, not you. I would do a “street test” and ask people that don’t know about your brand, how they would illustrate or describe your product or service. Take those suggestions into consideration when brainstorming your brand.

You also want to make sure that you have an enjoyable experience during the creation process by selecting the right designer. Ask them about their creative process, inform them about your industry, and agree upon the number of revisions allowed before commissioning any work. Last, but not least, INVEST. I know there are some extremely cheap options out there, but it’s true in this case, that you get what you pay for. If you want a unique and well-designed logo, it’s going to cost more than $10!

I wish you the best of luck in your business and in your brand creation! Post the company that you feel has the best logo in the comments below.

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