One of the most fundamental elements of any brand identity is the logo. A business logo is a graphic mark, emblem or symbol that is used to aid and promote the identification and recognition of a brand. A logo also serves many more purposes in the modern world of business. If done correctly, it can deliver the perfect message to your target audience. A professionally designed logo also has the power to draw people in and convert them into loyal customers. An effective logo must consist of a good design combined with good execution.

To create a compelling logo that delivers a meaningful message and brings in new customers, follow these basic design best practices:

Keep it simple

Most expert logo designers will place emphasis on creating a simplistic logo design. The goal is to get viewers to understand the message at first glance of the logo without too much effort. Too many colors, fonts or abstract shapes can cause confusion and send mixed signals to your audience. In addition to being easier to comprehend, a simple logo is also more memorable. This is important because you want your target audience to remember your brand and think of you first when searching for the solutions you offer.

Make it scalable

Keep in mind that your logo will be featured in a variety of advertisements. No matter if your logo is presented on a brochure, t-shirt, billboard or online ad, it should be impressive to the viewer. If you find that your logo loses some of its design integrity when blown up for a billboard-sized ad or shrunken down to fit on a pen, it is probably best to go back to the drawing board.

Be careful with font choice

Many business owners who are not experts in logo design choose fonts randomly based on whatever looks “pretty” or “cool”. However, your font choice should be highly dependent on factors such as your brand objective and your target audience. Be sure that your font of choice matches your brand personality. A random typeface that fails to speak for your brand will result in sending the wrong signals to your audience. Refrain from using gimmicky fonts. As stated, the simpler, better; and less is more in this case.

Use colors wisely

Colors play a critical role in determining a brand’s message. Red for example, conveys a brand’s messaging as aggressive, passionate and energetic. This tends to be more effective for younger audiences. Blue, on the other hand, tends to evoke feelings of togetherness and intelligence which may be more effective for an older and more educated audience. Use bright and bold colors to draw your audience’s attention but avoid using too many colors. A best practice is to keep your logo limited to no more than two colors maximum.

Reflects the nature of your business

It is not necessary for all logos to include an image of some sort but if you do, be sure that the image captures the essence of what your business is about. Generally speaking, it is advised to keep your images disconnected from your text. However, there are some instances where it may be clever and unique to incorporate a relevant image into your logo text. Though your logo should reflect the nature of your business, be sure it is broad enough that it will stand the test of time as your business and offerings expand.




In order for your logo to be the most effective, you must first understand your value to your potential and current customers. Using these basic design principles, you will then create a symbol that will eventually become synonymous with your brand as a whole. Though you may not be able to capture everything your brand is, offers or wants to be, a great logo will capture your target audience’s attention enough to get them to want to learn more.

When you business looks professional, you’ll attract more customers, land more deals and command a higher price for your services. The trades.org team can help your business succeed by creating a reliable and trustworthy brand that your ideal customer recognizes and returns to. Let our team help your team so you can spend time doing what you do best.