Your logo is often the first thing people see of your business: on your website, your van, your business cards and your social media. So what makes a good logo? It doesn’t need to be complicated or expensive, but it does need to work hard. Here are 7 practical tips for small businesses, plus what to expect when you work with a designer.
1. Keep it simple
The strongest logos are surprisingly simple. A simple logo is easier to recognise, easier to remember and works at every size. If you need to explain your logo, it’s probably too complicated.
2. Make it memorable
A good logo has one distinctive element people remember: a shape, a letter, a colour or a clever detail. Ask yourself: could someone roughly sketch it after seeing it once?
3. Make sure it works everywhere
Your logo has to work as a tiny social media profile picture, on a website, on a roll-up banner and embroidered on a shirt. Always check it in one colour, in black and white, and at small sizes. A good designer will also give you variations, for example a horizontal version and a compact icon.
4. Choose timeless over trendy
Trends come and go. A logo that follows this year’s hype can look dated in two years. Aim for something you’ll still be proud of in five or ten years.
5. Fit your audience
A playful logo suits a café or a children’s brand, but may feel wrong for a law firm. Think about who your customers are and what feeling your brand should give them: trustworthy, bold, friendly, luxurious or fun.
6. Take typography seriously
Many good logos are mostly text. The choice of font says a lot about your business. Avoid overused default fonts, and make sure your business name is easy to read.
7. Think beyond the logo
A logo works best as part of a small brand system: your colours, fonts and a few graphic elements that you use consistently across your website, social media and print. That consistency is what makes a brand recognisable. You can see how this works in our Wicked Good brand identity project.
Which logo files do you need?
- SVG or EPS: vector files that can be scaled to any size, needed for print and signage
- PNG with transparent background: for your website, presentations and documents
- JPG: for quick everyday use
- Colour, black and white versions: so your logo works on any background
Make sure you receive and own these files once your project is paid. You’ll need them for years.
What to expect from a logo designer
A good logo process usually starts with a short briefing about your business, audience and style. The designer then presents a few concepts, you choose a direction, and together you refine it until it’s right. Expect to give feedback, and be wary of anyone who promises a finished logo in an hour.
Ready for a logo that works?
At Lekker Creative we design logos and brand identities for small businesses in Zandvoort, Haarlem, Amsterdam and across the Netherlands, and we make sure they work just as well on your website as on your print materials. Discover our logo and digital design service or get in touch for a no-obligation chat.
