7 Questions to Answer When Creating Your Logo

7 Questions to Answer When Creating Your Logo

It seems like everyone these days has a brand. Whether you’re building a startup, running a blog, doing social media for someone else, or growing your own personal brand, you need that one glorious mark that people will instantly recognize as your brand. How do you manipulate the human psyche to create such an image?

Answer these 7 questions when creating your logo, and you may be able to achieve just that!


1. Who’s your competition? What are they doing?

You need to stand out from your competition. If you’re just like someone else, there’s no reason for people to choose you over them. Pay attention to what others in your sphere are doing. Is there a common feature among their logos – colors, fonts, styles? Maybe you should do the opposite. You need to find a way to distinguish yourself.

2. Whose reputation do you value?

Pick a few brands in fields and industries not related to your own, whose logos you like and whose reputation you value. This does not mean, “Go out and find the coolest logos.” Reputable brands know what they’re doing. They have a solid identity, and branding to match that identity. Learn from them! What characteristics stand out? Do they use certain fonts, certain colors, certain styles? Even look at the history of their logos to see what they’ve intended to convey. Study what other successful brands are doing before you make any attempt at creating your logo.


3. What impression do you want to give? What does your logo say about you?

Sure, you can have something that looks good aesthetically, but what does it convey? The brain creates associations and perceptions in about 1/10 of a second. What do you want that impression to be? Who (or what) do you want people to think you are? If you’re a lifestyle blogger, you probably want people to realize that as soon as they see your logo. If you’re a tech startup, the same applies. What do you want people to think? Your answer should inform what font you use, what colors you choose, what kind of spacing you go with, the background – everything! The impression you want to give dictates what you do and where you go when creating your logo.

4. What colors fit best?

The world of color psychology is simultaneously fascinating and bemusing. You’ll notice blue is popular for just about anything, particularly in business and tech. Greens go with nature. Oranges, reds, and browns tend to go with pets and animals. Black, white, and gold tend to go with sophistication. Purple compliments royalty. Pink is associated with femininity. That said, everything also cross-associates.


After you’ve decided what impression you want to give (see point 3), you should check out two sources. This breakdown on the psychology and business of color will help you put together the characteristics you want for your brand into the ideal color scheme. Meanwhile, this directory of brand colors will help you determine what some of your competition has chosen (see point 1).

5. Which font says what you want to say?

First things first with fonts, you need to make sure that people can read any text in your logo quickly and easily. Remember, you’ve got about 1/10 of a second to make that first impression. You need something legible. By the tests, “Verdana” is seemingly the most legible font available. “Baskerville” also performs very well on legibility tests, and comes in as the most trusted font. “Serif” fonts generally evoke more professionalism, yet “Sans-Serif” fonts appear far more crisp (and have also been very popular among brands in recent years). In creating your logo, what are you trying to say? Choose a font accordingly.


6. Does text or imagery fit your logo better?

In many cases, it might make sense not to have any text at all, or to use the appropriate letter(s) as an artistic base (think Über Facts or GE). The biggest goal is to make people think of you instantly when they see your logo. When you think of Mercedes, you rarely see the logo and the name together. You simply see the Mercedes-Benz logo, and you instantly know who it is. Twitter just has a little bird. Instagram has the silhouette of a camera. On the other hand, publishers (in particular) only use text, like The Wall Street Journal, Entrepreneur, and Vanity Fair. They either spell out their names or use their initials. What are you better off with? An image, text, or both?

7. Why use more when you can use less?

The Navy’s mantra rings true here: “Keep it simple, stupid”. Often, less design is good design. It’s more impactful. There’s a few reasons for this. You want something you can easily recreate, distribute, and piece together as needed. You also need something that’s easily processed by the human eye. Minimalistic designs have been very popular; in part, because of this concept. You don’t necessarily need to be a minimalist when creating your logo, but you need to consider how your logo could be designed to appear most simply. Remember, less is more.


Whether creating your logo for your personal brand or a billion dollar business, there’s a lot to consider. You need to know what your competitors are doing, what message you’re trying to convey, and what will help you create that ideal impression. Answer these questions, and then all you have left to do is turn your dream into a reality!

Featured photo credit: Clem Onojeghuo via

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Kenneth Burke

Director of Marketing

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Create an Eye-Catching Logo to Focus Your Brand

Create an Eye-Catching Logo to Focus Your Brand

We live in a world where brands surround us. We recognize companies through their logo designs rather than their service or products. Our philosophy is that if it’s a brand, it means it’s good. Why? Because it’s known and recognized by all. Youngsters prefer to wear Nike or Reebok footwear, even if there are the same designs in local companies, just because they will be easily recognized as branded by their friends and family.

A logo is a statement of a business or a company and a sign of individuality, which distinguishes one brand from another. Even a child would recognize the M of the McDonalds, even from far away. The people use the logo to associate with the brand or the company. Creating and setting up a business is easy, but making it a brand is difficult. To make your business a brand, the most important thing is to create an eye-catching logo design.


One must think that how difficult would it be to create a catchy logo? It is a major task.

There is a lot of work that goes into the making of the perfect logo, which is a recognizing factor for people. Here are some of the tips that will help you in creating a logo design that will make your business a brand.


Gauge the Market

Study your business or company and see the competitor company’s logo designs. Know the business in and out and write down all the important points and use them to create a related logo design.


Conduct research about the client and customers and the target market. What is the business about? If the products cater to children then create a colorful and lively logo, while if it is for corporate parties, then create a formal and attractive logo.


Link It

Whatever logo you design, keep in mind that it should relate to the company and the nature of business. The logo is used to recognize the brand, so it should have connections with the company’s history and future.

Use Resources

There are some applications available for you to download and create a perfect logo. You can use the variety of samples and tweak it a bit to your liking by changing the colors or font.


Font and Colors

Always make sure to use bold and striking colors. Study the color therapy and what affect each color has on the onlookers. Choose bright colors for an attractive and appealing logo design. Use creative fonts so that it instantly hooks up the customers.


Learn Photoshop, Adobe, and Illustrator for that eye-catching logo design. Create a customized logo design with abstracts and images, or choose a picture. You can also make use of solid shapes or go with a flow and retro design. A tagline or your company name or your name initials can also be a logo design. Just incorporate it in a unique way, so it stands out from the others.

The logo is a signature of your brand; it is one of the company’s most valuable assets. A well-designed logo is the one that exposes your business and communicates your message to the public.  Designing an eye-catching logo is not that simple as it sounds; it demands a lot of creative imagination and out of box thinking.  Whatever logo you design, ask your friends and family to view and ask them their suggestions and change and set it accordingly, as they represent the public. A well-designed logo should represent the true and perfect image of a company to the people. Make sure your logo design represents your brand and has striking effects.

Featured photo credit: Yuanbin Du via

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