Simple
Clear enough to recognise in a second, and to reproduce on anything from a pen to a billboard.
Logo design guide
A step-by-step guide to logo design.
Your logo is often the first thing people remember about your business. This guide explains how to choose the right kind of logo, how to write a brief that gets great results, and how we work together from first chat to final files.
Three steps
Step 1
Choose the right type of logo
Five logo styles, what they are and when each one works best.
Read more Step 2Write your logo design brief
The questions to answer so we understand your business.
Read more Step 3How we work & what you get
Our five-stage process and the files you receive.
Read moreThe basics
What makes a good logo?
Whether you are starting out or refreshing an identity that no longer fits, these six qualities are the test every strong logo passes.
Memorable
Something people can picture after they have looked away. That is how recognition is built.
Timeless
Designed to last for years, not to follow this season’s trend.
Versatile
Works in full colour, in one colour, reversed out of a dark background, large and tiny.
Relevant
Feels right for your industry, your audience and the personality of your business.
Distinctive
Doesn’t look like your competitors. It should be yours and nobody else’s.
Step 1
Choose the right type of logo.
Every logo we design falls into one of five families. Knowing which one suits your business is the best place to start.
Our work: JC Online Store
Type 1 · Monogram
Lettermark
A lettermark is built from a company’s initials. The letters are drawn, joined or shaped so that two or three characters become a symbol of their own.
Well-known examples: HP, LG, H&M
Works best for
- Names that are long, hard to say or easy to misspell
- Businesses already known by their initials
- Brands that want to look sharp, confident and corporate
Type 2 · Logotype
Wordmark
A wordmark is the full business name set in a carefully chosen or custom-drawn typeface. There is no separate symbol: the lettering itself carries the personality.
Well-known examples: FedEx, Netflix, eBay
Works best for
- Short, distinctive names that are worth repeating
- New businesses that need people to learn their name
- Brands where clarity matters more than a symbol
Type 3 · Abstract symbol + name
Abstract mark
An abstract mark is a shape, pattern or form that doesn’t picture anything literal. Its meaning comes from colour, movement and proportion, so it can stand for an idea rather than an object.
Well-known examples: Nike, Chase, Mitsubishi
Works best for
- Businesses with several services or a broad offer
- Brands that want to feel modern, bold or innovative
- Companies planning to grow into new areas
Type 4 · Icon + name
Pictorial mark
A pictorial mark uses a simplified, recognisable image (an object, animal or symbol) to represent the brand. Over time, the icon alone can be enough for people to know who you are.
Well-known examples: Apple, Shell, Target
Works best for
- Businesses with an object or idea that tells their story
- Brands that need a strong app icon, favicon or social avatar
- Products that will carry the mark on packaging and merchandise
Type 5 · Mascot, badge or illustration
Illustrative & emblem
An illustrative logo is a detailed drawing: a mascot, character, scene or badge that holds the name inside it. It is full of personality and works best where it has room to be seen.
Well-known examples: KFC, Starbucks, Michelin
Works best for
- Food, hospitality, sport and entertainment brands
- Businesses that want warmth, heritage or character
- Signage, packaging and merchandise where detail is visible
Step 2
Write your logo design brief.
A brief is a short document that tells us everything we need to design a logo that fits. The clearer it is, the closer the first concepts will be. Answer the questions in these five parts.
Part 1
Your business
Tell us who you are and where you are going.
- Your business name, and any slogan or tagline you use or are considering.
- What you sell or offer, in a sentence or two, the way you would explain it to a friend.
- Whether you are a new business or an established one, and the story behind how it started.
- Where you see the business in five years, and any new products, services or markets you might add.
Part 2
Personality & impression
Tell us what the logo should say about you.
- The values that guide the way you work.
- The one thing you most want people to feel or understand when they see your logo.
- A handful of words that describe your character. Use the scales below to help.
Where does your brand sit on each scale?
FeminineMasculine
PlayfulSerious
YouthfulMature
MinimalDetailed
FriendlyAuthoritative
CasualFormal
AffordablePremium
ClassicModern
TraditionalUnconventional
NaturalTechnological
QuietVibrant
LocalGlobal
Part 3
Market & audience
Tell us who you compete with and who you serve.
- At least three competitors, and what makes you different from each of them.
- Your ideal customer: who they are, what they need, what frustrates them, and where they find you (in person, online, on social media).
Part 4
Look & feel
Tell us what you like, and what you don’t.
- The type of logo you are drawn to (see the five types above) and why.
- Colours you love, colours to avoid, and any colours you already use.
- The style of lettering that suits you: classic, modern, handwritten, bold or elegant.
- Three or more logos you admire from any industry, with a note on what you like and dislike about each.
- Any ideas, symbols or elements you would like us to explore.
What colours tend to suggest
Redenergy, passion, urgency
Orangewarmth, enthusiasm, fun
Yellowoptimism, happiness, attention
Greengrowth, nature, health, money
Bluetrust, calm, reliability
Purplecreativity, luxury, imagination
Blackpower, elegance, sophistication
Whiteclarity, simplicity, space
Colour meanings are general and vary between cultures and audiences, so we always choose colours with your customers in mind.
What lettering styles tend to suggest
AaSeriftradition, trust, authority
AaSans serifmodern, clean, approachable
AaScriptelegant, personal, graceful
AaDisplaybold, unique, attention-grabbing
A great logo doesn’t have to show exactly what you do. Its job is to be recognisable and to become a symbol people connect with you.
Part 5
Goals, timing & budget
Tell us what success looks like.
- Why you need a logo now: a new business, a refresh, or a complete rebrand.
- The deadline you are working towards, and any launch dates or events.
- What you need delivered: just the logo, or also business cards, letterheads, signage or a company profile.
- Your budget range, so we can recommend the right package.
Free questionnaire
Writing your brief made easy
Fill in our questionnaire online, print it or save it as a PDF, and send it to us with your quote request.
Step 3
How we work & what you get.
A clear, five-stage process, so you always know what happens next, what we need from you, and what you will receive.
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Stage 1
Preparation
- We talk about your business, the type of logo you are leaning towards and what else you might need, such as stationery, signage or a company profile.
- We agree on the number of concepts, the timeline and the budget, and send you a quote.
- Work begins once the quote is accepted and the deposit stated on it is paid.
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Stage 2
Your brief
- You send us your design brief. Write it yourself, or use our free questionnaire.
- We read it carefully and come back with any questions before we start designing.
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Stage 3
Concepts
- We research your competitors and your audience so your logo stands apart.
- We design the agreed number of logo concepts, based on your brief.
- You receive the concepts as a PDF presentation showing each logo in use.
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Stage 4
Refinement
- You choose a direction and tell us what you love and what isn’t working, and why. Specific feedback leads to the best results.
- We refine the chosen concept over the number of revision rounds included in your quote.
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Stage 5
Handover
- Once you approve the final logo, we prepare your complete logo package: colour, one-colour and reversed versions, in the file formats you need for print, web and social media.
- You get simple brand guidelines showing your colours, fonts and how to use the logo correctly.
Your package includes the final approved logo only. Unused concepts stay with us. If you also need business cards, letterheads or a company profile, ask about our branding packages.
Ready for your logo?
Let’s design a logo people remember.
Send us your brief or just tell us about your business. We will guide you from there.
