7 Logo Design Tips for an Everlasting Brand


If you don’t have the funds to invest in a professional designer, I strongly recommend self-branding. Working with more affordable designers can end up costing you more in the long run. By approaching your identity yourself, you are cutting costs by the time you put in. Unfortunately, self-branding can be a challenge, whether a designer or not. When it comes to designing your logo (or one for your clients), here are my top tips for logo design.

1. Research

My clients’ strategy briefs are the result of hours of research into their brand and their niche. Most of this research focuses on how the brand has grown and evolved over the years. I analyze content, engagement, and photography style. This research helps identify the key brand goals. At the same time, I conduct competition research to determine certain trends as well as to avoid common design traits. With competition research, I’m looking for how the target audience engages with individual brands and why. Results are more important than specific visual features.

2. Sketching

Even though I don’t do hand-drawn logos, I sketch my layouts out on my iPad Pro using Procreate and my iPad pencil. I previously worked with pen and paper, but I like the paperless quality of the iPad. I find that it is easier to organize my sketches in the iPad. When sketching, design for different layouts and formations. Usually, I draw out my five types of arrangements for the different concepts. Sketching helps me determine if an idea will work with a complete set.

3. Avoid Using Too Many Fonts

For brand identities, I use no more than three fonts, typically only two. If I’m using one font with multiple weights and styles, I will often only use that. For The Recipe Critic, I used three different, distinct fonts, but for The Mix, I only used two.

4. Fonts and Colors Should Match Brand Values

Using colors and fonts that do not align with your brand values can be detrimental to your brand message. Here’s an example: I’m working with a client who personally loves watercolor elements; her existing logo is soft and delicate. However, her recipes and food photographer are bold, hearty, and packed with punch. Her content is anything but delicate. Reviewing brand colors and typography as part of the research phase can help ensure you make selections that fit with your brand values.

Logo Design Tips for an Everlasting Brand

5. Composition and Formatting

Along with font and color selection, layout and formatting can hinder your logo. Amateur blog designs often have structural flaws that professionally design logos do not have. Be mindful of spacing, alignment, and balance. When construction your logo, play around with options. You want to create a well-balanced logo.

6. Be Cautious with Trends

Think about your visual preferences three years ago, what personal preferences are still with you today? Build off those characteristics. Remember that a logo should last years. Assessing commonalities over the years helps identify your personal preferences. Incorporating trends can come in less permanent elements such as your blog post templates.

7. Keep it Simple

Your logo should be instantly able to connect with readers. Too much detail can muddy that interaction. When you are close to finalizing your logo, ask yourself what you can remove. Does that create a bigger impact?

Premade logo templates are an excellent framework for designing your logo. They have the composition and formatting necessary for you to build a one-of-a-kind identity.

You might also like 5 Must-Have Logos for an Inspiring Brand and What Makes a Logo Perfect.

Want more blog design tips? Check out these posts! If you have a question, leave a comment below!

The Little Epicurean