A logo is the face of a brand, but a good one isn't about clever artwork — it's about being simple, memorable, and working everywhere from a tiny favicon to a shop sign. Some of the most recognisable logos in the world are strikingly plain, and that's exactly why they work.
This guide covers how to make a logo the right way: starting from your brand, not from software, and ending with the files you'll actually need.
What you need
- ✓A clear sense of your brand — what it is and who it's for.
- ✓A logo maker or design tool (or a designer for a custom job).
- ✓A couple of reference logos you admire, for direction not copying.
Step-by-step
- 1
Define the brand first
Before any design, get clear on what your brand stands for, who it serves, and the feeling you want it to convey — modern, playful, premium, trustworthy. The logo should express that. Design decisions made without this are just guesswork.
- 2
Choose a logo type
Decide the form: a wordmark (your name styled distinctively), a lettermark (initials), a symbol/icon, or a combination. New businesses often benefit from a combination mark — a symbol plus the name — so it works whether or not the icon is recognised yet.
- 3
Pick colours and typography with intent
Choose a small, cohesive colour palette that fits the brand's personality (colours carry strong associations), and a typeface that matches the tone. Keep it to one or two fonts. A considered palette and type do most of a logo's work.
- 4
Keep it simple and versatile
Aim for a design that's clean and recognisable at any size, works in a single colour, and reads clearly in black and white. If it only looks good large and in full colour, it'll fail as a favicon, an app icon, or an embossed print.
- 5
Test it in real contexts
Mock it up where it'll actually appear — a website header, a social profile picture, a business card, a favicon. Shrink it right down. Problems that are invisible at full size (fine detail disappearing, text unreadable) show up fast in context.
- 6
Export the files you'll need
Save your logo in the right formats: a vector (SVG) that scales infinitely for print and large use, PNGs with transparent backgrounds at a few sizes for the web, and a square favicon/app-icon version. Keep the original editable file too.
Examples
- A combination mark — a simple icon beside the business name — that also works as just the icon for a favicon and app tile once the brand is known.
- A logo tested at favicon size revealed its fine details vanished, prompting a simpler version that stayed crisp everywhere.
Tips
- →Start from the brand, not the software — know the feeling first.
- →Simple and versatile beats clever; it must work tiny and in one colour.
- →Keep the palette small and the fonts to one or two.
- →Test at favicon and profile-picture size before you commit.
- →Export a vector plus transparent PNGs and a square favicon.
Common mistakes
- Designing before defining the brand. Clarify what the brand stands for first; it guides every choice.
- Over-complicating it. Keep it simple so it works at any size and in one colour.
- Too many colours or fonts. Limit to a small palette and one or two typefaces for a cohesive mark.
- Only exporting one file. Save a scalable vector plus transparent PNGs and a favicon version.
Conclusion
A strong logo starts with the brand, not the software: define what you stand for, choose a fitting type and a small palette, keep it simple enough to work at any size and in one colour, test it small, and export the vector and PNG files you'll need. Simple and versatile always outlasts clever.