What to Think About When Choosing Your Logo

Clever start-ups have a professional graphic designer by their side who knows exactly what a logo is for and how important it is. It is the ideal world after all.

But if you inherit a logo, for example, by taking over a business, or even create one yourself (or, in the worst case, download one for £30), you can often no longer identify with it after some time. A new logo must then be created or the existing one must be revised.

The basic task of a logo is to optimally reflect your corporate identity to your target group. You have to see yourself 100% represented in this logo and feel very comfortable with it. What you stand for, what your company’s vision is – your logo has to convey all of this.


But how do you recognize a good working logo? Which criteria have to be fulfilled so that your logo is your best asset, who promotes you and does not constantly cost you money and time? Use this logo check-up list to find out if your logo works perfectly for you:

1) A perfect logo is the face of your company

This is about the recognition value. Do your customers, competitors or the media know which company is behind this lettering or this graphic? Does your logo represent what you care about, how you work, what you want to get across? Does it tell your story?

Symbols, shapes and colours are very easy to remember. Just like a face. The more concise, the easier it is to remember.

I tried it myself at a networking event in Bavaria (not in my region) I first inserted the front of my business card into the name tag, like all other participants. Nobody knew my name. Then I turned the back of my business card forward: there you can only see my company logo. I was immediately addressed: “Oh, you are Small Business 10x? I’ll follow you on Instagram! ” My logo was clearly more popular than my personal name. This is of course also supported by the fact that I am on the go under social media on my company name.

Tip:  Show your logo as often as possible. Whoever sees it all the time stays in their memory. Position your logo on social media posts, blog articles, flyers, business cards, exhibition stands, etc. Love your logo and show it to everyone.

2) A perfect logo communicates your vision

Do you have a pastry shop and your logo is a stylized muffin? There is nothing wrong with that. Everyone knows immediately what you do when they see your logo. But the muffin is not so much your company face, but rather a uniform for the whole industry. Why is it YOUR logo and not that of another pastry shop? What message that only applies to you and your company does it communicate? What sets you apart from others? Why are your products or services different? 

First and foremost, ask about WHY your company exists and HOW your services are done. The big vision behind your company should be recognizable in the logo and is communicated visually, in colour and typographically.

Tip: If you are not yet really clear about your vision, you can read Simon Sinek’s book “Find Your Why”. In any case, make sure you understand what your big why is before the logo design.

3) The perfect logo uses a few colours

There are people who enter a room in a simple black costume with almost no make-up and with a simple hairstyle and a murmur runs through the hall. This is how your logo has to work. Monochrome black or white, without shadows, gradients and technical frills. Noble, simple, convincing.

Ideally, by simplifying your logo, none of its message and statement will be lost. There will be situations in which a single-colour representation of your logo can be more cost-effective. Please note that your logo must also be usable inverted. The colours should appear in both a light and a dark background.

Tip: Your logo should have a maximum of 3 harmoniously coordinated colours. Do the colour contrasts come out even if your logo is a black and white photo? Only a balanced light-dark contrast ensures legibility in the representation as grayscale. Too little light-dark contrast creates problems

4) The perfect logo looks good in tiny spaces

What did your web designer use to create your favicon? Is it part of your logo? Or even your whole logo? Does your logo work in the tiniest of spaces? What does it look like as a profile picture on your Instagram account?

Tip: I like to create logos from which you can extract so-called signets, ie graphic elements that can represent the entire logo, even in the smallest of spaces.

5) The perfect logo is timeless

Imagine your company in 10 or 20 years. Would you still feel comfortable with your logo?

Companies and markets are always dynamic and even the best logo needs a makeover at some point. Global players like Adidas, Starbucks, Daimler and Co. have shown this to us for many years. A rebranding affects every company at some point.

No company stands still for years. A logo should be adapted accordingly without losing its recognition value. I keep reading about current logo trends. Certain fonts, colours, shapes and other design elements that are currently immerging.

Think about whether a very hip and trendy logo represents your business. Ask yourself: Which logo suits me?

The sentence I keep saying is: “Less is more.” That applies particularly strongly to the logo. A simple, timeless logo will accompany you for many years because a logo is your corporate design together with your corporate font and your colours. It is the overall appearance of your business: the face, the clothes, the first impression. So your logo is one of the most important cornerstones for your brand identity. And you certainly don’t want to leave that to chance, do you?

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