Developing a logo that will inspire loyalty and a sense of credibility in your customers for years to come


Branding design has historically been a significant financial investment for any business, requiring the professional expertise and guidance of a graphic designer or design agency. Nowadays however, with applications such as Canva and online freelance marketplaces such as Fiver, it is possible for you to have a logo designed for next to nothing, or in-fact for free! So is it worth saving your hard earned pennies and cutting costs on your logo design… …most definitely not! (At least in our humble opinion).

Here’s why; though there are numerous factors to consider within a successful identity, as we explain in Branding: The Difference Between Logo Design & Brand Identity, a logo is a fundamental element of your brand and is hugely influential to the way your company is perceived by your employees and competition as well as your present and potential customers. So its essential that time is invested in developing a logo that will inspire loyalty and a sense of credibility in your customers for years to come. So what makes a logo great? Here are 5 key rules that should be considered within the design process:


Though it may seem tempting to have a logo with all the bells and whistles, rule number one is in-fact to keep it simple. Your logo should be memorable, and the less complicated a design is the easier it is for your audience to process and commit to memory. Your logo also needs to be versatile as it will inevitably be used for a broad range of applications, from the favicon of a website browser to large format billboards, and an uncomplicated design will make this achievable.



Its important that your logo is resonating the correct message to the target market you have identified. For example if your business is within the finance sector it is likely important that your logo must communicate a sense of trust & loyalty. If your business is within the health and well being sector your logo may want to evoke a sense of calm. A careful consideration of typography, colour and image styling can be combined to achieve this. Its worth noting that your logo does not necessarily need to depict what your business does. For example Apple Macintosh does not sell apples! But they do sell beautifully crafted, and very expensive, technical gadgets. The clean and contemporary styling of their logo (accompanied by exquisite packaging may I add), assures consumers that the product they purchase will provide them with a user experience that is worth every penny.

Logo Design Concepts
We spend time sketching and digitising a range of initial concepts and shortlist the two strongest concepts.


Its very easy to be absorbed by the beauty of designs on social media platforms such as Pinterest or Instagram and desire something similar. But be warned that the landscape of design is rapidly changing, with the latest fashions and trends The last thing that you want, having potentially just invested significant time and money, is for your logo to soon become outdated. Within the creative process a designer should consult with you to determine how to bet represent your business’s unique qualities effectively and provide a solution flexible enough to be relevant to how your business may evolve. As a general rule of thumb, a good logo should last 5 years before considering a revision.



Its a crowded marketplace out there, don’t blend into the mix! You need a logo that portrays the character of your brand in a unique style that is easily recognisable. Think outside the box and look to take inspiration from success stories in other sectors to introduce fresh ideas for a logo that will separate your business from the competition.



Your logo also needs to be versatile enough to work at a range of scales, as it will inevitably be used for a broad range of applications. From the favicon of a website browser to large format billboards, an uncomplicated design will make this achievable. Though its ideal, for design consistency, to have a design that can cover all bases it is also common to have variants of a logo for small and large scale applications. It is recommended that a logo should work at a minimum of an inch square in size without the loss of detail.

Goldsmiths North 2019 flyers in cyan and gold.

Bear in mind these five rules when investing in the design process of your logo with an experienced designer and you will arrive at an outcome that you are not only proud to show off, but will offer great value to your company for years to come.

You can view our branding services here if you are interested in working with us. Get in touch if you have any questions, we’d be happy to chat!


If you are considering embarking in the exciting process of developing or refreshing a logo & brand identity for your company, we recommend you are prepared with the following information before talking to a designer.

1. Provide a brief background into your company.

Explain your target audience; aim to be specific as possible in defining the demographic and psycographics of your perfect client.

3. Communicate your companies unique selling point (USP).

4. Identify your competition; explain who you are competing against locally, as well as identifying successful companies that you aspire to be like.

5. Describe your short term and long term vision for your company.

6. Express you wish for your customers feel when they interact with your product or service.

What Makes A great Logo?