In 2013 there were almost 28 million small businesses in the United States alone. With so much competition, how can your company stand out from the crowd?

One of the best ways is through a strong company logo that conveys a specific message about your brand. But it can be hard to know where to start when it comes to designing your logo.

That’s why we’ve compiled the 5 questions to ask when designing a logo for your company!

Check them out below.

1. What Type of Logo Do I Want?

Let’s start with the basics. Your first step in designing your logo is to think about what kind you want. Keep in mind that there are a lot of different types of logos.

Here are some of the most popular categories:

• Letterform. These are logos made up one single letter. McDonald’s, Honda, and Uber all use a letterform logo.
• Wordmarks. These are words or abbreviations that make up a logo. Basically, a wordmark is when a company name is spelled out. Some examples are CNN, Google, and HP.
• Characterization. This category includes a mascot that represents your brand. Geico and Progressive both do this in their marketing.
• Pictoral. Pictoral logos utilize imagery, either literal or representative. A few examples are Apple, Starbucks, and Twitter.
• Abstract. These include images or graphics that don’t represent anything recognizable. Think Sprint or the Nike swoosh.

So how do you pick? Well, there’s no one rule to follow. Remember, this is an art! But there are some general tips you could consider.

If you have a short and memorable name, a wordmark is a great logo type. These are typically the easiest to understand for consumers, especially if your brand is new.

An abstract logo can be very powerful, especially if it mirrors your brand’s personality, but they usually take longer for your customers to understand. Your consumers might need to see it multiple times before grasping the idea or recalling it.m However, when they do, it can be very powerful.

2. What Do I Want to Communicate through My Logo?

No matter what, you want your logo to provide an immediate sense of who you are as a company. It should convey your brand’s personality and give a little insight into the type of business you are.

For example, think about this. Is your company fun, energetic, and youthful? Or do you want to portray an image of seriousness, depth, and years of experience?

Your logo leaves an impression on your audience the second they see it. You want your logo’s communication to align with the attributes of your company, products, and services.

You also may want to send these messages:

• Your company and products unique
• You are a professional and trustworthy organization
• You are successful
• You’re different than your competitors in a key way

3. What Colors Should I Use?

Color choice is a crucial part of logo design. This is because different colors can send various messages. There is even a whole area of marketing dedicated to understanding the psychology behind color.

Think about some logo examples for a moment.

McDonald’s, KFC, Wendy’s, and Dairy Queen all have predominantly red logos. Pizza Hut, Arby’s, and Burger King have a lot of red in their logos as well. How come? Red is known to be stimulating, exciting, and associated with activity.

So when you’re driving down the road, looking for a fast food restaurant, the hope is that red will catch your eye and be stimulating to you so you will decide to eat there.

Yellow, on the other hand, is known to be happy, energetic, and even fresh. Subway uses this in their marketing with their image of freshness in a crowded fast-food marketplace. Blue is associated with calmness and reliability.

Do research to see what you think your target market will relate to. Remember, there are differences in color preference between ages, genders, and generations.

4. What Fonts Should I Use?

Fonts are another important part of the equation. Just like colors, fonts can convey certain emotions and give distinct impressions.

A toy store is going to want to use a whimsical, fun font that displays youth and is inviting to children. A surgical center for adults, on the other hand, will probably want to convey reliability and expertise with a strong, straightforward font.

Think about your brand’s personality. If you haven’t done so already, take some time to think of the top 5 adjectives you want to describe your company. Then look online for fonts that match up.

You can also use more than one font in your logo, but keep it limited to two. You don’t want to go overboard and make your logo look unorganized or cluttered.

5. What Mistakes Should I Avoid?

When it comes to logo design, there are some common mistakes that you want to avoid at all costs.

First of all, make sure you differentiate yourself from your competitors, especially if you only have one or two. It’s best to go in a different direction as far as type, color, or font.

The last thing you want is for your target market to confuse you and a competitor. Instead, try to stand out.

Also, think about the different places you will use your logo. You’ve probably thought about your logo on paper or in the top corner of your website. But where else will you potentially use it?

Consider how it will look on various types of marketing materials, such as:

• A billboard or other large-scale ad
• Your different packaging materials
• Screenprinted on a t-shirt or hoodie
• As an app icon
• In a square or circle format for your social media pages

Final Thoughts on Questions to Ask When Designing a Logo

Now that you’ve thought through these questions to ask when designing a logo, what’s next?

It’s time to get started! Begin thinking through your ideas and brainstorming potential options.

And if you need a free, reliable software to create your logo, check out our logo maker. We’ve helped millions of brands make beautiful logos over the years.