What makes a good logo
A good logo is simple, memorable and appropriate. Simple means you can sketch it from memory. Memorable means it has one clear idea instead of five. Appropriate means it suits your business: a law firm and an ice cream shop should not look alike. A good logo also works in many sizes and conditions, from a signboard to a tiny phone icon, in colour and in black and white.
Fashion changes quickly, so we avoid chasing trends. A logo that feels plain and confident today will usually age better than one built around the latest effect. A quick test is to shrink the logo to the size of a postage stamp and look at it in black and white from a distance. If the idea still reads, it is strong.
Logo types and our design process
A logo starts with the right type and a clear brief.
Types of logos and when each works
Wordmark
Your name in carefully chosen lettering, good for short, distinctive names.
Lettermark
Initials in a designed form, useful when the full name is long.
Symbol
A simple image, best once the brand is known.
Combination mark
A symbol with the name, a flexible choice for new businesses.
Emblem
Text inside a badge, popular for institutes and bakeries.
Questions to answer before we start
- What does your business do, and who are your ideal customers?
- Which three words should people think of when they see your brand?
- Which competitors do you admire, and which do you want to look different from?
- Where will the logo appear most, such as a signboard, packaging, an app or social media?
- Do you already have colours, a tagline or a name you will not change?
Thinking about these before the first call makes the whole project faster and the result sharper.
Our logo design process
We start with a brief. You tell us what your business does, who your customers are, which competitors you admire or avoid and what feeling the logo should give. We then research your market and look at how similar brands present themselves, so we can aim for a look that is distinct. Concepts follow, each with a short explanation of the thinking, so feedback can be about ideas and not only about taste. After you choose a direction, we refine shapes, spacing, colour and type until it is ready, and then prepare the final files.
Name, colour and where your logo appears
Choices made early affect every place the logo will appear.
Name, domain and logo should be planned together
If your business name is not final, check it before you invest in a logo. See whether similar names are already in use in your field, whether the matching domain name is available and whether you can get the same handle on social media. Changing a name after the logo is done means changing the logo too, so it is cheaper to settle the name first.
Colour, type and shape
- Colours suit your audience and print well. Associations depend on culture and context
- Typefaces chosen for clarity and readability at small sizes
- Sharp or rounded shapes change how formal or friendly the logo feels
One logo, many places
Your logo appears on your website header, favicon, social profiles, invoices, signboards and packaging. We design versions for each: horizontal, stacked, single-colour and icon only. See how it fits with our website designing work.
Using your logo, files and legal points
Once the logo is ready, correct use and the right files protect its value.
Using your logo correctly
- Keep clear space around it
- Do not stretch, squash or add shadows
- Use the light version on dark backgrounds
File formats you should receive
You should get the logo in formats that match every use.
| File | Use it for |
|---|---|
| Vector (SVG, EPS or AI) | Print, signage and any resizing |
| PNG with transparent background | Websites and presentations |
| JPG | Quick sharing |
| Printers |
Logo and trademark: what to know
A logo can be protected as a trademark in India, which can help you stop others from using something confusingly similar. Before settling on a design, it is sensible to check that it is not too close to an existing brand in your field. We design original work and avoid copying, but we cannot give legal advice. If protecting your brand matters, speak to a trademark attorney before you finalise the name and logo.
Decisions, redesign and industry fit
These points help you choose well, update an old logo or design for your sector.
How the final decision gets made
Before you approve a logo
- Name one person who makes the final call
- Show it to a few real customers, not only friends
- Check it at postage-stamp size and in black and white
- Look at it on a signboard, a phone and a letterhead
Logo redesign or refresh
Not every business needs a brand new logo. If your current one is dated, hard to read at small sizes or no longer fits what you do, a refresh can keep what people already recognise while fixing what holds you back. We will tell you honestly whether a refresh or a full redesign makes more sense, and we plan the change so it does not confuse existing customers.
Logos for startups, food businesses and clinics
New companies, especially startups, need a logo that looks credible in a pitch and still works on an app icon. Restaurants, sweet shops and bakeries, covered in our food and beverage page, need a logo that looks appetising on menus, boxes and boards. Clinics, gyms and wellness centres, which we cover under healthcare and fitness, need a calm and trustworthy look. The core process is the same, but the choices of colour, shape and tone change with the audience.
What the brief looks like by industry
| Industry | What the logo should say | Where it appears most |
|---|---|---|
| Startup | Modern, simple and credible | App icon, website, pitch deck |
| Restaurant or sweet shop | Warm, appetising and local | Menus, boxes, boards |
| Clinic or gym | Calm, trustworthy and professional | Signboard, prescriptions, social media |
Beyond the logo
A logo works best as part of a larger identity, and shortcuts cost more later.
From logo to complete brand
A logo is the start of a brand, not the whole of it. After it is ready, you can extend it into business cards, social media kits, brochures and packaging with our graphic designing team, and into a full website through custom website design. Planning these together keeps your look consistent from the first day.
Logo mistakes we help you avoid
- Using ready-made clip art or stock icons that other businesses also use
- Too many colours, effects or small details that fail when printed small
- Following a trend that will look old in two years
- A logo that only works on a white background
- Picking a design only because friends liked it, instead of testing it with your customers
Questions to ask a logo designer
- How many concepts and revisions are included?
- Will I receive vector files and a transparent PNG?
- How do you make sure the logo is original?
- Who owns the final design?
Why a very cheap logo can cost you more
Ready-made logo options can look similar to others.
Custom logo design
When to choose a custom logo
- A unique look you can protect
Limits of a custom logo
- Costs more upfront
Logo makers and templates
When to choose a logo maker
- A temporary logo for a test project
Limits of a logo maker
- Often reused elements and files you cannot edit