8 logo design tips for building a timeless brand

Creating a logo design probably isn’t at the top of your priority list when it comes to starting your business. But it is likely to be the first thing your potential customers see and visualise when they think about you.

It’s not as easy as slapping your business’s name on any old picture, either. You’ll need to create something that’s memorable, meaningful and evokes an emotional connection. Which is no small feat.

A well-designed logo has the power to aid brand recognition and gives the impression that you’ve invested in your presentation, which can, in turn, positively influence consumer confidence by 75%.Whether you decide to make your own logo or enlist the help of a brand design agency, there are a few simple rules to keep in mind. To help out your research, we spoke to the branding pros at Bubble Design for their best logo design tips.

What is a logo and why do you need one?

First things first… what actually is a logo? And what’s the point of it?

At its core, a logo is a combination of imagery, typography, and colours that creates a visual symbol representing your brand. But it’s much more than that. It’s also what sticks in people’s minds when they think of your company – AKA their first impression of you, so make it count!

We believe this quote from famous American graphic designer, Saul Bass, sums it up pretty solidly:

“Logos are the graphic extension of the internal realities of a company.”

Think of iconic brands like Apple, Nike, or McDonald’s. Their logos are instantly recognisable. In fact, according to research, logos are the most ‘recognisable brand identifier’. Essentially, a great logo can inspire trust, loyalty, and brand recognition, helping your business stand out in a crowded marketplace.

Our 8 must-know logo design tips

1. Keep your audience in mind

The most important thing to remember when designing a logo is that it’s all about what appeals to and matters most to your audience. According to a recent survey, 82% of consumers say they buy from brands that align with their own values, and your logo should convey the type of business you are.

Some key questions to ask yourself include: Who are your customers? What are their tastes, preferences, and values? Your logo should resonate with the people you want to attract.

For example, a bright, playful logo works perfectly for a children’s toy company, but it probably won’t land with a law firm. Start by researching your audience and understanding what they care about. Do they value tradition or innovation? Are they drawn to bold, attention-grabbing designs or sleek, minimalist aesthetics? The more you know about your audience, the easier it will be to design a logo that speaks their language.

2. Focus on your brand message

Every logo tells a story. What do you want yours to say about your brand? Your logo should communicate your brand’s core message in a way that’s both memorable and authentic. In fact, 86% of people agree that authenticity is a key factor when choosing businesses to support.

Make sure your logo is in line with the message you want to convey. For example, if sustainability is one of your core values, you might use earthy tones or symbols like leaves in your design.

3. Understand the competition

Before you settle on a logo design, take a look at what your competitors are doing. The goal isn’t to copy them, but to understand the visual landscape of your industry. What’s working and what’s not? What colours, fonts, and styles are commonly used?

Understanding your competition will help you design a logo that stands out. Maybe everyone in your industry is using blue, so you might opt for a vibrant orange to differentiate your brand. Balance is key to standing out while still fitting within the expectations of your industry.

4. Use your space

White space, also known as negative space, refers to the empty areas around and within the elements of your logo. And while it might seem counterintuitive, the space you leave blank is just as important as the elements you include.

This is because white space helps your logo breathe. It makes your design feel balanced, clean, and easier to read. Sometimes you’ll only catch someone’s eye for a split second – white space helps guide the viewer’s eyes to the key parts of your logo, ensuring the biggest impact for your brand.

When done right, it can also add hidden meanings or clever visual tricks, like the famous arrow in the FedEx logo.

Plus, white space improves scalability. A logo packed with too many details can look cluttered, especially when shrunk down to a smaller size. On the other hand, a logo that embraces white space remains clear and impactful, whether it’s printed on a business card or stretched across a billboard.

5. Keep it simple

When it comes to logos, less is often more. A complicated design can confuse your audience and make your logo harder to remember. Take a page from brands like Nike, McDonalds and Apple, whose simple yet powerful logos are instantly recognisable. Show, don’t tell.

Think about what’s essential and strip away the rest. Can you communicate your brand’s message with just a symbol? Do you need text, or can the imagery speak for itself? Simplicity doesn’t mean boring; it means clarity.

6. Consider it in context

Your logo won’t exist in isolation. It will appear on everything from your products to your website, social media, packaging, and marketing materials. So, it’s important to consider how your logo will look in all these different contexts.

Does it work in black and white as well as in colour? Will it look good on a t-shirt, business card, or a large sign? What about as part of a collaboration with a partner brand? Versatility is key. Your logo needs to be adaptable without losing its impact.

7. Roll it out consistently

Once your logo is ready, you need to use it consistently across all touchpoints. Brand consistency helps build trust and makes your business appear more professional. If your logo looks different on your website, packaging, and social media, it can confuse your audience and dilute your brand identity.

Create brand guidelines that outline how your logo should be used, including colours, fonts, and spacing. This ensures that everyone on your team is on the same page and that your brand’s visual identity remains strong. Want to know more? Here’s exactly what you should put in your brand guidelines.

8. Evolve as your business grows

No logo is set in stone. As your business evolves, your logo may need to evolve with it. Maybe your target audience has shifted, or your business has expanded into new markets. Whatever the reason, it’s important to stay open to change.

Take Pepsi as an example. Even if you’re Team Coca-Cola, you have to admit that Pepsi’s logo is instantly recognisable. A lot of that comes down to Pepsi’s logo evolution. During its early years, Pepsi chose to emulate popular competitors to create a feeling of familiarity. Then, as the company grew, they developed their own unique identity to differentiate themselves from the crowd.

It’s important that you don’t jump to a redesign at the first sign of change – logo evolution should be thoughtful and strategic. Think of it as a refresh, not a total makeover. Keeping your logo up-to-date ensures it stays relevant without losing the brand recognition you’ve already built.

What are the different types of logo design?

Logos come in many shapes and forms, but they generally fall into one of five categories:

Wordmark – This is a logo that’s entirely text-based, showing the name of the business in a stylised font. Examples include: Google, Coca-Cola and Disney.

Lettermark – This type of logo uses the initials or letters of the business. Examples include: BBC, NASA and KFC.

Icon – An icon logo is made up entirely of an image or symbol. Examples include: Apple, Nike and Shell.

Combination Mark – This is a logo that combines both text and imagery. Examples include: Starbucks, Adidas and Doritos.

Emblem – A logo where the text is contained within a symbol or icon, often resembling a badge. Examples include: BMW, Converse and Warner Brothers.

Choosing the right type depends on your brand’s personality and goals. For example, an icon style symbol can become synonymous with customer-facing brands, while a wordmark can be a great way to ensure your business name is front and centre.

Working with a design agency vs free logo maker

When it comes to designing your logo, you have two main options: work with a professional graphic design agency or use a free logo maker. Both have their pros and cons to keep in mind when deciding on the best option for your business…

Pros of hiring an agency:

• Customisation: You’ll get a unique, tailor-made design that reflects your brand.
• Expertise: Designers understand branding, typography, and colour theory, so you’re likely to get a higher-quality result. They’ll also be able to provide you with the right file types for web and print.
• Support: A designer can work with you through revisions, ensuring your logo meets your expectations.

Cons of hiring an agency:

• Cost: Quality design comes with a price, and it’s usually more expensive than a free logo maker.
• Time: Working with a designer can take a little longer than using a DIY tool.

Pros of using a free logo maker:

• Cost-effective: It’s free or very low-cost, making it accessible to businesses on a budget.
• Quick: You can create a logo in minutes.

Cons of using a free logo maker:

• Limited customisation: Your logo may look generic or similar to others.
• Quality concerns: DIY tools lack the finesse and creative expertise a designer brings to the table.

When is the best time to refresh your logo & branding?

Knowing when to refresh your logo is key to keeping your brand relevant in the market. If your logo looks outdated, or your business has grown and evolved, it may be time for a refresh. Typically, businesses update their logo every 7-10 years to keep up with trends and changes in the industry, but it’s important that your refreshed logo is still recognisable to your existing customers.

Other signs it’s time to refresh your logo include:

• You’ve gone through a period of significant growth.
• Your target audience has shifted.
• Your logo no longer aligns with your brand message.
• You’ve received feedback that your logo is hard to read or outdated.
• You’ve merged with another brand.

Get in touch to kickstart your branding project

Looking for a logo design with that extra professional touch? Or ready to refresh your brand and reach new audiences? Whatever stage of your business’s development, our expert brand design team can help. Get in touch for a no-obligation consultation today!