We've talked about logos more than once — it's an important and necessary topic. A logo is where the brand begins; it’s one of the key elements of brand identity. Here are ten tips that will definitely come in handy.
1. Consider dark backgrounds and black & white
Dark themes in websites and apps are trending, so it’s important to plan for that use case. You can design the color palette in advance so that it works on both light and dark backgrounds or create an inverted version that looks great in any color setting.
Be sure to design a black-and-white version too. Two main colors and an accent — a nearly win-win option. But don’t forget about versatility. The image should look just as good in monochrome. Even if there’s a colored or gradient version, always check the logo in black and white. Imagine it as an engraving or stamp — will it still be clear and impactful?
2. Make it responsive from the start
This is a must — even for a logo. Like any web graphic, it should look great on different platforms and devices. Will it still be effective on a smartphone? Or too dull when enlarged on a big screen? Make sure it remains readable and recognizable in all sizes.
Specify logo dimensions if needed — minimum and maximum. And don’t forget to print out a draft. A computer screen and a physical medium (letterhead, kraft bag, flyer, calendar) are very different.
3. Choose the right fonts
Simply writing the name nicely and adding a short tagline can be a complete idea for many cases. But it’s crucial to pick the right fonts:
You can read more about which fonts work best in design.
4. Aim for simplicity
If you can remove an element — do it. Strip it down to the essence. The most memorable and impactful logos can be stenciled on a wall with spray paint — or even drawn freehand. Try to create something that works just as well.
You don’t need to cram in the entire company story. In fact, a logo doesn’t have to directly represent the business at all — what matters more is the message and style. See how it’s done in the online premiere “Creating a Neat Logo from Scratch”.
5. Use color psychology
We've often discussed the role of color in marketing. Here are the key points related to logos:
Color combinations can change the meaning. And if you’re using multiple colors in a logo, they should harmonize well. Try tools like Colour Lovers, ColoRotate, Paletton, Adobe Color, or Pictaculous for palette selection.
6. Use shape psychology
Work with shapes, not just colors. Lines and figures also carry meaning and are perceived subconsciously. Here are some common shapes and what they convey:
7. Think about the future
Staying trendy is great. But be cautious with fashion-driven elements in logos. The core should be timeless — so it remains relevant for years or even decades. You can always update the styling later when new visual trends emerge.
8. Be picky
Look at your design critically — imagine you’re a hater, a child, or a member of a minority (ethnic, religious, gender-based). Are there any offensive meanings, unintended innuendos, or inappropriate associations? Most reasonable people may not notice, but the internet is vast — someone might see genocide or a Kama Sutra pose in your innocent design. Not the kind of publicity you want.
9. Don’t steal
We've recommended studying other designers’ work for inspiration and taste development. But imitating or copying someone else's brand is a huge no. Aside from being unethical, it’s risky — you might get fired, ruin your reputation, or even face a lawsuit. Don’t go there.
10. Keep learning
Don’t know how to make a strong logo? Learn from professionals — real working designers, not just theorists. Where? In the online coaching course “Graphic Designer: Brand Vector”. Dive deep into visual identity and vector graphics.
