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Brainstorming a logo design is no easy feat. I’m helping you break down the thought process in five easy steps.

So you’re a new small business and you need a logo that helps your brand stand out. You know you have to start researching what you want for your company, so you brewed yourself a cup of coffee and have been staring at your computer screen for a hot minute. What to do now? Where to start?

Don’t sweat! I’m here to give you a step-by-step guide on how to think-up a logo design from start to finish AND one that will represent your brand well.

1. Look For Inspiration

This is always the first step when it comes to logo design. Not because you’re not creative enough and can’t think for yourself, but because it’s extremely important to see what other people are doing, to look out for new trends, and even to get a grasp on some of the design aspects on the specific industry your business is in.  

For example, if you’re creating your logo because you’re a hairstylist, it most likely won’t look the same as if you were a lawyer – even if it’s the same name!

Pinterest, Behance, and Dribbble are the best places to find inspiration. Just research the industry you’re in, your competitors, and figure out what you don’t like about certain logos.

2. Explore Typefaces

Any designer can go on and on about how much they love fonts. They’re fun, have so much variety to them, and can change the entire aspect of a logo design. Each of them can tell a story and portray a brand perfectly if used correctly! This part is really up to your discerning whether you want to use a Serif, Sans Serif, Slab Serif, Script, Handwritten– the options are endless!

BeFonts, Dafont and Adobe Typekit are my favorite platforms for some fun font inspos. Okay, enough about fonts… I told you designers can go on and on about how much we love fonts.

Hint #1: Make sure you know the legalities of the typefaces you’re interested in downloading. Find out If they’re available just for personal use, if they are just a demo or they are free for commercial use (which is ideal!).

Hint #2: When in doubt, go with Helvetica. Everybody loves Helvetica.

Logo Design

3. Shapes vs. Words 

Okay, now that you’ve spent hours browsing on Pinterest and looking at fonts (great excuse to procrastinate), you have to think of shapes. Any standard logo has a symbol and a lettermark underneath it. A symbol would be the Nike swoosh, and the lettermark, you guessed it: the brand’s name typed out.


There’s really no secret to coming up with a shape, it’s all based on your own taste, common sense, and how complex you want it to look. This is the perfect time to talk to your designer: you will usually tell them what you’re looking for and they will most likely use their own creativity to do something based on your wishes and their style – this is why it’s important to research what the marketing agency has created beforehand to see if your brand and their brand are aligned. It’s more simple than what you are thinking.

4.  Consider Colors

This, I would say, is the hardest part of choosing a design. It took me a while to start feeling confident with using colors, especially if I’m designing for a client. It’s crucial for you to know what colors you want on your logo.

Don’t sweat, designers don’t expect you to bring the color palette with all the color codes and have it determined what color you want where, that’s why you are hiring a designer– it’s their job! You can simply say: “I like my logo to have hints of blue and some orange” and that will be more than enough!

If you still have doubts, research a bit of color psychology and from there, you can see what kind of emotions you’re trying to bring out of your audience. If that is not clear for you, see what the competition is using. For example, most medical companies go for cool tones, such as blue and green.

5. Feedback Is Key

Zoom in, zoom out, step away from your computer, print out the final version and stick it on your wall. Ask yourself these questions: Is the shape of the logo design making sense with the font choice? Is every letter spaced out perfectly? Is the color scheme nice to look at? How does it look on print, for a future business card, or merch such as a hat or a watterbottle?

Once you have those questions answered, you go back to your designer to edit what you think is necessary. Repeat a couple of times and boom! You have a logo design you can be so proud of.

Ever since my first day at South Street & Co., I’ve been tasked with logo designs for many different industries. The challenge of representing different brand voices has genuinely made me a stronger and more confident designer. If you’re looking for a logo design for your business, set up a free 30-minute consultation with our owner, Kaitlyn, today to see what we can do for you!

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