This document provides guidance on creating the perfect logo for a business. It discusses that logos help customers instantly associate a brand with its values. The document then outlines steps to take which include understanding your brand, considering color psychology and trends, designing multiple concepts, getting feedback, and tweaking your logo over time based on what resonates best with customers. The goal is to create a logo that clearly identifies your business and endears customers.

1. How to Make
the Perfect Logo

2. 2 | How to Make the Perfect Logo
Nike. Apple. Starbucks. These are
a few of the biggest brands in the
world for many reasons. One of them
is because each has an iconic calling
card, a logo design that consumers
instantly associate with their
product and values.
If you’re a small business owner, or
someone making money by being your
own boss, having a dedicated logo can
give you a business advantage.
If your logo is strong enough and
appears in the right places at the
right times, it can act as a shorthand
that causes a customer or potential
customer that call to mind a complex
How to Make the Perfect Logo
variety of feelings, moods,
and sensations: trust, safety,
coolness, reliability, or youth.
But how do you come up with
the perfect logo? Where do
you begin, especially when
you’re not at all design minded
or otherwise have no idea
how to go about creating
something you hope will be
iconic in the very literal sense
of the word. This latest eBook
has suggestions for how to
make the perfect logo, one
that clearly identifies you and
endears you to customers.

3. 3 | How to Make the Perfect Logo
A logo isn’t something that was created
by 20th century advertisers and
marketers looking for a way to make
money off their clients. Logos are actually
complex representations of how human
beings use language and visual cues.
The word “logo” is technically short for
“logotype,” which is descended from a
Greek term that roughly means “word
imprint.” One of the earliest examples of a
logo is the coat of arms, a medieval symbol
often worn by knights that identified their
family or state.
Another early precursor to the modern
business logo is the wax seal, a tradition
that began in the 16th century as a way for
people to seal letters with an identifying
The History of the Logo

4. 4 | How to Make the Perfect Logo
marker. It’s important to note that in
each of these cases logos had to be
unique in order to identify the knight or
letter sender.
The increasing focus on artistry and
creativity and the introduction of mass-
produced goods that came about in the
late 1800s could be considered to be the
beginning of logo creation. However, it
wasn’t until 1876 that the first logo was
trademarked: the red triangle found on
every Bass beer.
Logos also become more important
with the rise of globalization. Business
owners and manufacturers needed a
way to describe their product in way
The History of the Logo

5. 5 | How to Make the Perfect Logo
that could be recognized by people of
all linguistic backgrounds. An abstract
logo allowed them to bypass translation
issues and offer an easily digestible way
of identifying their business.
It’s important to keep in mind that logos
began as primarily an artistic endeavor,
and the artistry behind them can’t be
stressed strongly enough. Whether
you’re a business owner or medieval
knight, your logo is a distillation of ideas
and emotions. It’s the definition of
art. And even if your logo is little more
than your brand name (think IBM or
Hallmark), a good logo will take these
words and use color, font, and design to
give them life.
The History of the Logo

6. 6 | How to Make the Perfect Logo
Whether you’re opening a neighborhood
flower shop or running a one-man (or
woman) graphic design business out of
your second bedroom, not enough of
people stop to think about what their
business stands for and what feelings
they hope to inspire in customers. Doing
this not only gives you purpose, but it
also helps you create an identity for your
business, an identity you should try to
capture with your logo.
Sit down and make a list of terms that
describe what you want your business to
call to mind. Do you want to see reliable
or edgy? Are you looking for a rural, down
home feel, or do you want to be seen as
edgy and minimalist?
Know What Your Brand is About

7. 7 | How to Make the Perfect Logo
Do you want to come across as
straightforward or mysterious? Does your
business have a sense of humor?
All of these things are important things
to keep in mind because they’ll help you
decide on a creative approach to take when
designing your logo. You may want to ask
friends or family members whattheythink
ofwhentheythinkofyourbusiness. A little
outside perspective never hurt anyone.
Also, this might be good think about
whether or not you want to change people’s
perception of your business. Do you want to
see more professional? Less stuffy? More
minimalist? These new directions may be
worth incorporating into your logo design.
Know What Your Brand is About

8. 8 | How to Make the Perfect Logo
Some brands have had the same logo for
decades, and that retro vibe is fine for them -
but if you’re creating a logo from scratch, the
last thing you want to do is create something
that looks like it could’ve been the logo for a
men’s shoe store in the 70’s.
Some of the latest trends in logo design include
getting creative with uses of negative space,
creating iconic emoji-style designs that pack a
visual punch, and logos that leverage calligraphy
and hand lettering to give a homemade vibe.
But remember that the latest trends are just that:
trends. Always go back to classic logos - the Apple
apple, the McDonald’s arches, the Nike swoosh -
for insight as to what makes a logo
Look Out for the Latest Trends

9. 9 | How to Make the Perfect Logo
Any creative person will tell you that people have a
strong psychological reaction to color. But despite
the power the colors can have, their effect is mostly
subconscious.
For instance, the color red can often come across as
intense and evoke anxiety in the person looking at the
logo. Yellow and orange are considered cheerful and
different. Cooler colors like green and blue evoke a
sense of peace and a feeling of being one with nature.
Brown is generally considered dependable (think UPS),
and black is synonymous with luxury and mystery.
Think long and hard about the colors you want to
incorporate into your logo, and remember that they
speak volumes to your customers and potential
customers.
Understand Color

10. 10 | How to Make the Perfect Logo
At this stage, you’re ready to start designing your logo. If
you feel confident in your graphic design skills, you should
by all means go about coming up with logo concepts on your
own. The key to success is coming up with as many concepts
as possible. While it may be tempting to come up with one
concept and tweak it for a long period of time, putting a
couple dozen ideas on paper will help you figure out your
options and determine what you do and don’t like.
If you get stuck, ask for advice. Ask a trusted friend which
versions he or she responds to. In some cases, the less they
know about graphic design and marketing, the better. After all,
you want to know how the average person walking down the
street experiences your logo.
You should also consider hiring a professional to create your
logo for you. If you don’t know anything about graphic design,
this may be a foregone conclusion, but even a business owner
Find the Right Designer

11. 11 | How to Make the Perfect Logo
who knows (or thinks they know)
how to design a logo can benefit
from turning to a professional
for assistance.
Having a stranger or
professional work on your logo
can offer valuable perspective.
For instance, you might think
a whimsical, floral logo is best
for your restaurant, but an
outsider may introduce another
element - a futuristic font, or
an unexpected use of color -
that totally changes how you
envision your logo.
However, even if you’ve turned
to a professional for help with
your logo, don’t be afraid to
voice your opinion. Be sure to
tell them what you do and don’t
like. And of course, that list of
words and phrases you created
to help identify will definitely
come in handy about now.
Hiring a solid logo designer
doesn’t have to cost an arm
and a leg. There are plenty of
places online where you can
find talented creatives willing to
work for a relatively low prince
in order to build their design
portfolio and help out business
owners in need.
Find the Right Designer

12. 12 | How to Make the Perfect Logo
Once you have your logo, you’re going
to want to put it everywhere – on your
storefront, in your email signature, and
on your social profiles. This is how people
associate a logo with your business.
However, don’t be afraid to tweak your
logo as time goes on. Does it feel too old
fashioned? Maybe it’s time for a new font.
Don’t like the color? Maybe tweak that
green to a slightly lighter shade. You don’t
want to totally redesign your logo more on
than once, or else you risk confusing your
customers and potentially coming across as
disorganized. But there’s nothing wrong with
making tiny modifications that will help you
find the logo of your dreams.
See What Happens
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