How To Choose the Perfect Logo For Your Brand

No matter what size your business is, the number of responsibilities and tasks that need to be done, managed and maintained can be overwhelming. The thought of choosing a logo for your business on top of everything else, can seem intimidating at first.

A logo that is unique to your brand can give you that edge you need, to stand out from your competitors. One of the key pillars of a successful business brand and personal brand, the logo can be used on business cards, websites, social media posts, marketing materials - the list goes on…

Who knew such a small graphic could hold so much power?

Right now, you might be feeling how Penny from the Big Bang Theory looks - but don’t fret.

A logo can be an incredibly important addition to your business’s marketing strategy; to help existing and prospective customers identify your company with ease, and to create a lasting impact.

If you want to know the ins and outs of crafting a logo that is perfect for your brand then read on - let's do this!

Why is a logo important?

Let’s start with the basics.

According to Entrepreneur, logos are essentially the forefront of your business or company. Representing what you do, what you can offer and your company’s values, the logo is the single visual image that shapes crucial first impressions and opinions of viewers about your business.

The primary goal of a logo is to identify - Paul Rand

Jeff Bullas believes that having a high-quality logo is essential and should be considered just as important when used on your blog or your business website. Today, branding yourself authentically and uniquely will give you an advantage over others.

As well as this, striving for brand saturation – meaning that consumers within your target market can easily identify your logo on various locations and platforms – should be a top priority, to ensure your business’s growth and maximum engagement with your audience.

Why do I need a logo for my business and brand?

Neil Patel explains that your logo should be intrinsically linked to your brand. Your brand should tell a story to your audience, and a component of that story-telling process is your logo.

Additionally, Neil states that outsourcing this task to external graphic designers used to be the popular way to go, but this has changed. With an abundance of free and affordable online resources and tools, it has never been easier for small business owners to create and choose logos themselves.

Here are 4 benefits of having a good logo for your business:

✅ Boosts your professional image and reputation

Brand recognition and identification

Strengthens your brand

✅ Can provide that one-up over competitors!

It is also important to remember that logo designing is part of your business strategy – view it as a key visual representation that will help people to identify your business, rather than just art.

Of course, looks are still important, but each component of the design - colour, shape, size, words – must have a meaning behind it. So if you’re worried about not having artistic skills – this won’t be a cause for concern!

Here are some things to think about when crafting your perfect logo:

(Image from Ebaqdesign)

Research your competitors

It's worth taking time to find out what kind of logos your competitors have and get a feel for design types that your target audience might be seeing. This is a perfect opportunity for you to do some market research and analysis.

❓Do you find your competitor’s logos appealing or memorable❓

❓What kind of colours or shapes do they incorporate? Do they use words or phrases?❓

❓Can you get a sense of their brand from just the logo❓

Making a note of what you find will definitely contribute when it comes to evaluating and creating your brand logo and making it a great one. Speaking of market research – what’s trending right now? Keep track of what logos have become more popular recently and what has managed to stay relevant and timeless over the years.

Ana from TheSheApproach advises that designing a logo that appeals to your target demographic is key. Taking into account features you’re your target markets:

⭐ Gender

⭐ Age

⭐ Interests


Should all weigh-in when brainstorming ideas for your logo. Ana also encourages us to put ourselves in the minds of our viewers and to think about what kinds of ideas or imagery would shape perceptions about your brand.

This is where deciding on using specific colours, shapes and fonts can make a real impact – what you choose can convey completely different perceptions to your audience.

Brand Identity

To become a market leader, your business must own its unique brand identity. Giving way to bigger, better opportunities, your brand should connect with your customers and their values. When designing your perfect logo, Wix advises making sure that the logo aligns with your brand identity – so that the final result closely represents your brand’s messages and values.

Amazon’s logo is a great example.

The design incorporates a curved line under the brand name, which can be interpreted as both a smile or an arrow.

The smile, communicating positive emotions and happiness of receiving something from them but also doubling up like an arrow which goes from letters 'A' to 'Z', representing the range of products the company offers.

(Image from Amazon)

Clever, eh? Neo from The Matrix seems to think so.

The power of imagery and using visuals are so important and often very overlooked! Using video is becoming increasingly popular as a marketing tool to boost branding and brand identity. Read our guide on 5 Ways to Effectively Use Video On Your Social Media Channels to find out more.


You’ll want to make sure your logo is distinct and one of a kind. Try to think about what might make your logo stick out from the rest, and not blend in. What would set you apart from everyone else?

Storytelling is at the centre of branding – so often, logos will have a hidden meaning behind them relating to the company’s story.

Introducing their logo as the Bélo, online accommodation marketplace Airbnb was inspired by the 4 things they believe make up their brand, and encompass feelings of belonging – a huge part of their brand identity - people, places, love and their company.

(Image from DesignStudio)

This is a fantastic visual that breaks down the elements that contributed to the logo, with each component representing a value important to the company.

Simplicity is key

With the abundance of brands out there today, it is easy for consumers to get distracted and forget about a company, among its competitors.

Did you know that for consumers to remember your brand, they need to have seen your logo a minimum of 5-7 times to actually recognise it and associate it with your company?