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Choosing a Business Logo

By: Sam Harrington-Lowe - Updated: 9 Sep 2012 | comments*Discuss
Choosing A Business Logo

Your company’s logo design is of huge importance. It’s not just the name of your business, but the design and look of it is integral to how you present yourself.

The way it looks will reflect the way your business operates and also how it is seen by others. If you have a props business for example, it’s not a great idea necessarily to have a logo with flowers in the design!

Company Name

Coming up with a name for the company is usually the easy – or easier – bit. Often people will already have a name in mind, or perhaps use an amalgamation of other names to create the finished title. Whatever it is, make sure you choose something that can be used effectively. Really long names for a company tend to divert attention, and try to make sure it’s clear what you do from the company name, that always helps too. Think about what you’d guess the business to be if you heard the name without knowing and ask friends for that opinion too, especially if they have no idea what you’re doing! A bit of blind marketing will help here.

Think about whether you're aiming for corporate or private events. Corporate should be clear cut, often very plain designs but private can be more stylish and designed to attract the clients in a particular field. A meeting planner for example might have a black and white logo, but a wedding planner will have swirly lettering, possible inclusion of flowers, horseshoes etc.

Who Designs it?

There are copy centres who have in house teams that can put ideas together for you, it’s true. If you have a very good idea what you want then this could work. But for something like this there’s no real substitute for getting a decent designer in, someone with experience in marketing and logo design. Talk through your business and what it offers, tell the designer what kind of clients you want to target and where you see the business going. Based on your direction and potential market the designer can create some options to choose from and you can then whittle it down to the perfect choice. Get other people to look at them with you, don’t choose this alone.

Lasting Appeal

Remember that when choosing your logo – the company name design – that you’ve got to live with it, potentially for years and years. Think about garish colours – are you going to be happy with them in five years time?

Check Out the Competition

As your logo is your business identity stamp it’s very important that it looks unique. Check out the competition to make sure their logos are different. It’s also possible to check the design is unique through the Intellectual Property Office – this is different from the company name and is all about how the logo looks, not the wording content itself.


You will find you use your logo in a variety of different ways – for printed matter, on the web, in different colours, possibly even by reversing the colour on black backgrounds. Make sure you can be flexible with it.

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