How to Design a Logo for Your Business

Make a logo that will boost your brand

Your logo is often one of the first things your customers see. Whether on business cards, product packaging, marketing materials or your website, your logo should always be front and center. And when you’re ready to design your logo, you need to know that it’s more than just a pretty picture. Creating a logo is also a very big step and one that should be well thought out.

A well-executed logo will:

  • Make your business more memorable
  • Increase brand and company awareness
  • Create an emotional bond with your customers
  • Separate your business from competitors

“Your logo is the first thing people often see about your company,” says Bill DeSmet, a professional graphic designer, and the owner of Ballistic Designs, an award-winning graphic design company specializing in brand communications. “And they’ll use it to form an instant opinion about your business.”

In other words, it’s a serious endeavor – not some whimsical project. So, let’s look at some basic design considerations that can turn your logo into a winner.

Know yourself – and your audience

Choose a logo that showcases your brand personality

Effective logo design starts by understanding your business and target audience. Think about what makes your company unique and what captivates your audience.

“A logo is a personalized extension of yourself and your business,” says DeSmet. “But, you need to use that in a way that best entices your audience to buy your products or services.”

Be sure to research your competition to generate possible logo ideas. But don’t be a copycat. Stay true to what makes your business special. Remember, separating your company from your rivals is an integral part of intelligent logo design.

Choose your colors wisely

Try your logo in different colors and styles to see which fits your brand and products best

Simplicity rules when it comes to the number of colors in your logo.

Limiting your logo design to two or three colors allows you to easily transfer your logo to a variety of collateral options. Think about how it will look on business cards, postcards, stationery, labels, brochures, websites, banners, clothing and even mugs. Be aware – using more than two or three limits your applications.

What about color choices? Again, it pays to know your customers.

“Different people respond to different colors in different ways,” says DeSmet. “What may look great to you may not appeal at all to your target audience.”

For instance, softer colors – like pastels – could be ideal for a nail salon with a female-based audience. But they wouldn’t play well for a men’s suit store.

Another consideration is how the logo and its colors appear in different environments. There may be a shift between how it appears online, such as on your website or your email, versus on printed materials.

Color combinations also matter in terms of readability. Red and green may look wonderful as a backdrop on a Christmas card, but these contrasting colors on a business card are difficult to read. And, as DeSmet points out unless you have a business that’s associated with a particular time of the year, it’s best to avoid colors with strong seasonal ties.

Consider typeface options

Choose a font or typeface that reflects your brand and engages your audience.

Logos come in three basic types: those with only a symbol, those with only a typeface, and those that contain both. The typeface or font used should reflect the personality of your business and engage your audience.

“Let’s say you own a quirky coffee house. A fun typeface like Sans Serif could be a good choice,” says DeSmet. “But, if you run a law firm, a more conservative font like Times New Roman or Garamond could be a smart option.”

By the way, many use the terms “font” and “typeface” interchangeably. But, there’s a fine distinction. A “font” is a collection of symbols and letters that make up a type “family.”  While a “typeface” refers to a group of fonts within the same style. For example, you might select a Helvetica typeface for your business card, and use font options in bold and italic.

One final important decision

Should you design your logo yourself or hire someone? If your budget allows it, hiring a professional designer can be a worthwhile option. But if you’re looking for a more affordable route and feel like tapping into your inner designer, there are free and low-cost design tools online. These can help you channel your creativity and develop a logo that captures your uniqueness. You can also personalize a free design or upload your own artwork in a few simple steps with Avery. Then you can simply order professionally printed products or print your own.

No matter which path you take, a logo can be a critical element of your marketing strategy. And it’s an investment in your business. When you make sound decisions with your logo design, it can pay off in many ways for years to come.

Check out some of the latest packaging trends to give you some more inspiration as you prepare to design your logo. We also offer some insight on how to use colors on packaging to make your products pop.

Have questions for our label experts or need help with a project? Let us know in the comments below and we’ll get back to you within 24 hours. Or call our helpful Customer Care Center that can answer all your label design questions.

6 thoughts on “How to Design a Logo for Your Business”

    1. Hi!
      Can you tell us what type of products you sell and we can help you out a little better? You can also call our Customer Care center at (800) 942-8379 so we can get a little more information and help you get what you’re looking for. They are based in California and available M-F, 6am-5pm PT. Thank you for your readership.

  1. Hello! I’ve creared a logo on label 22806. How do I save this to be my logo? Can I save this as a jpeg? Or what do I need to do? Thanks!

    1. Hi Hilary,
      Thank you so much for taking the time to reach out. Unfortunately artwork created using our design tool cannot be exported from our software. It can only be used to print from our site or to have us print using our professionally print service Avery WePrint. We’re sorry for the inconvenience. Please reach out to our customer care center at (800) 942-8379 if you need any further help.


    1. Hi Michelle,

      Thank you so much for taking the time to reach out to us. Unfortunately, we do not offer design services here at Avery. However, if you have an image of it or can have someone design the specific logo that you want, you can upload it to our design software. Or you can use one of our blank templates to design the logo and then add it to your labels. Let us know if we can be of further help. One of our representatives will reach out to you by email as well to help you.

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