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The Top 8 Essentials for a Great Logo: What Your Designer Should Be Doing

Chad Ketcham

Logo Design Applied to Business Branding Package

Creating a logo isn’t just about making something pretty—it’s about crafting a symbol that encapsulates your brand's identity, values, and story. Here are the top 8 essentials your designer should be nailing to ensure your logo is nothing short of iconic.


1. Understand Your Brand’s Essence


Before a single pixel is placed, your designer should dive deep into understanding your brand. What’s your mission? Who’s your audience? What emotions do you want to evoke? A logo should tell your brand’s story at a glance, so this foundational understanding is crucial.


2. Keep It Simple, Silly


The best logos are often the simplest. Think Nike’s swoosh or Apple’s... apple. Your designer should focus on creating something that’s clean, memorable, and easily recognizable. Overly complicated logos can be distracting and hard to reproduce.


3. Make It Versatile


Your logo will appear in countless places—from business cards to billboards, websites to water bottles. A great designer ensures your logo looks fantastic in any format and size, whether it’s in full color or black and white.


4. Color With Purpose


Colors evoke emotions and convey messages. Your designer should choose a color palette that aligns with your brand’s personality and resonates with your audience. They should also provide versions of your logo in both full color and monochrome for maximum flexibility. We always recommend starting the design process with black and white only so you fall in love with the logo and not the colors. 


5. Typography Matters


Fonts are more than just letters—they’re a visual language. Whether your brand voice is playful, professional, or somewhere in between, the right typography can amplify your message. Your designer should select fonts that complement your brand’s tone.


6. Keep It Timeless


Trends come and go, but your logo needs to stand the test of time. Your designer should aim for a design that’s modern yet timeless, avoiding overly trendy elements that might date quickly. Classic design principles are your friend here.


7. Think About Scalability


Your logo needs to look as good on a tiny app icon as it does on a massive billboard. A great designer will test your logo at various sizes to ensure it maintains its integrity and legibility across all mediums.


8. Solicit and Incorporate Feedback


Designing a logo is a collaborative process. Your designer should welcome feedback and be open to revisions, refining the logo until it perfectly captures your vision. They should also be willing to explain their design choices, helping you understand how each element supports your brand.



Creating a great logo is both an art and a science. By focusing on these eight essentials, your designer will craft a logo that not only looks amazing but also perfectly represents your brand’s unique identity. So, when you're ready to embark on the logo design journey, make sure your designer is checking all these boxes—because your brand deserves nothing less than perfection.






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