Undertaking the Logo Design Process for Your Business

Working on a new logo? Here are some tips that you can make notes of if you are undertaking the logo design process for your business.


A well-designed business logo is essential because a logo represents who you are. It is your face, and it should be expressive of your business. That is how people remember who you are. And to create a great logo, you must have a proper logo design process.

Anne Gelbmann, founder and owner of the travel planning service Cuisine, Culture and Conversation, had her experiences shared about the process of designing a logo and that it took longer than expected.

I learned it should take more time than that. It is extremely important to spend that time because what I have now is a fantastic logo. Especially when I look at what I started with...The other thing I learned through this process is there is a lot of back and forth...It takes time to fine-tune a logo. It should be something that represents your business and who you are.

As Anne quickly saw as she started the process of custom logo designs for her business, there were many changes to the initial design.

From altering the font, the color, and even the positioning of the design elements, each slight modification made a huge difference in the feel and the appeal of the finished logo.

Logos are your consumers’ first glimpse into your brand identity. They help customers understand what your business is about.

Through the combination of several separate elements, a logo paints an overall picture of your brand, with each feature telling something specific about your brand identity.

So, no matter what may be the reason, if the logo design process is taking a little longer — don't worry. Try to be as processed and perfect as possible.

While the process is undergoing, you can use a temporary logo or just a text logo as a placeholder.

Essential Elements of Logo Design Process

Whether you are looking to hire a logo designer or have opted to use a free logo creator for your design, there are three essential elements that you must focus on — colors, fonts and symbols.

It will be important to manipulate and "try on" many different images, color combinations, and font options before settling on your final design, regardless of whether you hire a design company or develop it yourself. You can use a free logo maker to get an idea of what you want for your business logo, or you can purchase templates with colors already set to get started. 

Keep in mind the three facets of your final logo design:

  • Colors
  • Fonts
  • Symbols

Let's see these in detail.


Great color Selection is very important.

Undertaking the Logo Design Process for Your Business — color selection

Color has the power to affect people’s moods. It has also been shown that color can influence a consumer’s buying decisions.

Eighty-four percent of people say that color is a primary reason they purchase a product and a surprising 53 percent of consumers admit that they will not return to certain stores if they don’t like the business’s aesthetics.

Data like these emphasize the importance of carefully choosing colors for your logo, keeping in mind that it has a significant role.

  • Colors like red, orange and yellow are warm colors that evoke feelings of happiness, energy, and optimism.
  • Colors such as green, blue, and purple, cool colors, are often associated with spirituality, health, and creativity.

Choosing an appropriate color palette can help you accurately represent what you want to portray about your business.

Another important thing to remember is that color combinations can also be dated, so try not to choose something too trendy.

In the same way that foam green and salmon were popular colors in home decoration in the 50s, you don’t want someone associating your logo with a particular period.

Keep the colors classic, simple, and clean.

Also, remember to look at your logo design in black and white, just in case you are in a position of not being able to duplicate business cards, letterhead, or some other paper product in color.


Fonts can support your color and overall design.

logo fonts

If you decide to use a logo that combines words and graphics. The decision to use lettering is important, as fonts, like color, can have an emotional impact and are often associated. Fonts, also called typefaces, have a deep link in culture. Courier fonts, for example, were designed to resemble memos written on old typewriters. And many people relate Helvetica to the government because it is used on tax forms.

Keep in mind that serif fonts are viewed as formal and traditional, so they are best for print. A sans serif is viewed as more modern and playful and may be best suited to digital. Script fonts that resemble handwriting are ideal for body copy, as they are perceived as sophisticated and classy. Decorate and display fonts can be perceived as original, amusing, and inviting, and may be best suited for headlines.

Understand fonts' artistic and scientific impact before committing to one in your logo design.


Symbols can be used to represent your company’s ideals, mission, product, or service.

logo signs and symbols

One of the most important tools a designer uses to create a great logo is the symbol. It is used to define the brand's identity, represents clearly who the company is, and expresses how it would like to be perceived.

Kenneth Burke, a literary theorist and rhetoric critic, stated that, “man is the symbol-using, symbol making, symbol misusing animal...separated from his natural condition by instruments of his own making.” (Source)

As such, man intuitively looks to symbols to view and interpret the world around him.

Utilizing a symbol without text can be risky for businesses, regardless of how “easy to read” they may appear.

Images and icons have different meanings in different cultures, so be careful to research your symbol to ensure it represents what you intend to indicate.

It’s better to utilize both a visual and text so that your logo's message accurately reflects your company or product. If you decide to use a symbol, regardless of whether it will stand alone or be used in conjunction with text, make sure that it represents the story of your business or your product.


While I have shared everything I want you to know about the logo design process, there may be some things that I may have left.

Consult a branding expert while you or your designers work on the logo design. Having a third-person's perspective is very important. Even when the logo is completely ready and you think it can be used, you can release the whole branding package to a group of people with experience in design and gather feedback from them.

Dribbble, Behance and even LinkedIn are some of the best places from where you can gather the feedback. Take constructive criticism into account and replace things. Don't remove or add things based on some random suggestions. Pivoting a lot can hurt your original brand ethics.