Six Things to Consider When Designing a New Logo
Britton Lorentzen
Designer, marketer, and owner.

Published: February 6th, 2017

A logo is one of the most intimate components of your brand. It’s a representation of your identity, your pride, and your history. Make sure you get your logo done right the first time so you don’t have to redo it all the time. For all the businesses out there looking to get their company logo redone, here are some things to consider before moving forward with the project.

1. What's Your Business Objective?

This should be your first priority before starting a logo project. It’s important to identify what the logo will do to fit into the overall vision of your company. Is your company looking to enter into a new market? You may need a new logo to fit with the new direction your company is headed. Are you trying to refresh your brand and make it relevant again? Putting together a strategy and new logo are great ways to start that initiative. There should always be a good reason why your company commissions a new logo and brand strategy. It’s a waste of time and money looking to revamp your brand without proper direction on where to take it. Once you’ve set your business objectives, it should be relatively easy to start laying the foundation on revamping your logo.

2. Will It Accurately Portray Your Business?

There are a lot of companies that want a logo for dirt cheap. Most of the time, these are logo projects that have been outsourced to folks that know little to nothing about your business. I’m sure you’re aware of the typical craigslist designer that can make any logo for $50 and guarantee it in the next couple days? This is the type of designer that is looking to scam you. They’ll offer a jpg rendition of your logo and then cut all communication once the money is delivered to them. Don’t fall for these scams.

The right designer will learn about your business. They’ll take the time to learn about your company, history, and strategy moving forward. These are the designers that will work on a logo that fits your business and overall strategy. Note that these designers are going to be expensive to hire. However, they are going to make an amazing logo and give you the tools necessary to use your new logo everywhere and anywhere.

3. Does It Fit With Your Intended Audience?

This goes hand in hand with item 2. It’s a waste of money to purchase a new logo that won’t align with your intended audience. You need a logo that will accurately portray your business, company, and brand. The best way to gauge whether a logo will fit with your intended audience is if similar companies with similar business models are using the same schema.

The idea behind a schema is that companies with similar offerings tend to have similar branding. For example, Facebook has a blue logo, Twitter has a blue logo, and LinkedIn has a blue logo. You’ll also notice that companies such as Chase Bank, Citi, and American Express have some kind of blue in their branding. The color blue is used as a sign of trust. Blue has a way of making you feel like the brand is progressive, trustworthy, and loyal. Colors are used as a way to subconsciously make you feel a certain way about a brand. Maybe the reason you feel hungry while you’re driving is because you saw the sign for McDonald’s or Wendy’s? Notice that restaurants have red and yellow colors in their branding? These colors tend to entice hunger. Think about the scientist that had to study all these colors to figure out how colors can symbolize different things. It’s all very interesting.

4. Can It Be Used Everywhere?

There’s no point getting a new logo if it can’t be used everywhere. Your logo has to go on posters, flyers, letterhead, business cards, shirts, folders, watermarks, and literally everything. A good logo is one that can be put on virtually anything and still look great. If it’s a colored logo, there should be a black and white version as well. It needs to be a logo that is distinct, unique, and bold enough to see it up close or far away. If the font you use for your company name is too thin, you better have a symbol that is bold enough to be recognized. Consider that your logo is the one emblem that embodies your business, company, and brand. It’s worth investing into a design that you can guarantee will work everywhere.

5. Will It Stand the Test of Time?

Time is a fickle thing. It can be difficult to figure out if a logo will stand the test of time. Trends come and go and so do design styles. The biggest and latest thing with logo design has been flat and minimalist logos. I’m looking at you Instagram… I know you stripped your logo down and people are still bitter about it.

The best way to guarantee a timeless logo is if it’s something that is truly unique. It might include ideas that are based on current design trends that get modified to make a new, unique logo. It’s difficult to pin down timeless logos. Timeless logos are usually defined by their history. For example, it would be impossible to think about Coca-Cola changing their logo anytime soon. It’s been used for so long that it would be a crime to change it now. Also consider Apple’s logo, would you ever look at Apple the same if they changed their logo? It would almost feel like it’s a completely different company in general. That’s the best way I can describe what a timeless logo could be.

6. Are You Financially Prepared?

Redesigning a logo is typically the first step towards a complete rebrand of a company. There are plenty of examples where companies have redone their logo without completely redoing their whole strategy. One company that comes to mind is Pepsi when they made a slight adjustment to their logo. Making a logo change still requires quite a bit of money to change out all your marketing and collateral.

Slight changes to your logo doesn’t always mean you’re changing your whole brand. However, it’s important to price out your redesign as if you’re undergoing a rebrand. Consider that you’ll have to change out all your paperwork to satisfy the logo change. The last thing you want are materials floating around that don’t reflect your current logo and strategy. It’s essential to price out all the materials that’ll be affected by the logo change when you’re ready to make the change. Hopefully you’ll hire a designer that’ll understand the weight of the change and prepare you with the right files to get it all done.

What are your thoughts about logo design? Have you had a recent experience with designing a new logo for your company? What things would you recommend to other businesses considering a redesign? Let me know in the comments, send me an email at, or reach out to me on Twitter talking about your ideas, experiences, and what you would recommend to other professionals and business looking to get a logo designed. Also send me topic requests for anything you’d like me to talk about next. Otherwise, I look forward to chatting with you all again soon.

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