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Logo Design: 7 Basic Principles

A good logo is a long-term investment. It represents the "face" of a given company and is one of the most important keys to success for any business. Thanks to the logo, customers easily recognize a certain company and associate it with its products.

If you have decided to start a new business, you will certainly need a professional logo. You can find more information and prices on our logo design packages here.


Now let's look at the seven basic principles for a successful logo.

1. Target audience research

The most important step when creating a logo is to do a thorough research and correctly define the target audience. The main purpose of a logo is to attract more potential customers and show why your brand is right for them.

A good way to research your perfect audience is to analyze your competitors – what they're doing, what fonts, colors and shapes they're using. This information is used to design a better logo.

2. Readability

It is important to know that the viewer sees your logo design for 3 to 5 seconds. You will only have this time to get his attention and remember your brand.

You can have the best logo, but if the name can't be read, customers will be discouraged from interacting with you.

Make sure the brand name is legible. If you have difficulties, change the used font to a simpler one.

3. Scalable logo

Before you start designing your logo, you need to know where it will be used – on websites, social media, in print…

To ensure that the logo will look good at any scale, create different logo variations – with more or less details depending on the space. To avoid reading problems, use a version with less details for tight spaces.

4. Create logo variations

Vertical, horizontal and square versions of the logo are created to fit wherever it will be placed.

When designing your logo, you should also think about color. Different color versions are used - black/white, solid color, etc.

All this information and instructions are combined in the Brand Book. (Set of rules and norms for the use of the professional logo, color palette, fonts, text...). You can find more information about Branding here.

5. Theory and psychology of colors

Colors are a powerful tool in graphic design as they have their own meaning and can convey different feelings and emotions.

With the correct use of the color palette, the viewer will automatically associate the offered services/products with your brand. What emotions would you like your customers to experience?

6. Simplified logo

Try to say more with fewer elements. After completing the design, remove unnecessary elements without changing the meaning of the logo. This will ease the audience to remember it.

7. Font choice

Each font adds meaning and character to the design. Some can be bold and confident, while others can be elegant and sophisticated. That's why you should choose a font combination that describes your brand's vision and values.

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