Creating a Logo

A logo is often one of the first things people think about when starting a business. 

But for many, the creative process can feel overwhelming. Whether designing a logo yourself or working with a professional, some common fears tend to arise:

“I’m not creative.” – You don’t need to be! A strong logo comes from understanding your brand, not just artistic skills.

“I’m rubbish on a computer.” – Design software can be tricky, but that doesn’t mean you can’t have a great logo. Understanding what makes a good logo is more important than designing it yourself.

“I don’t want a logo that just looks like someone else just made it.” – That’s fair! Your logo should feel like an extension of you and your business, not just a generic graphic.

A unique logo helps set you apart, but it’s key to understand that a logo is not your identity. 

Your brand identity is what you’re known for—what you do, why and how you do it, and, ultimately, the experience you create for your customers. 

A logo is simply a visual cue that represents all of that. A strong brand shows up consistently, not just occasionally. 

The goal isn’t just to have a great-looking logo but to ensure it fits within a larger, clear, and repeatable brand message. 

 Every element of your logo has a purpose:

Colour – Different colours stir different emotions. For example, in ours, we chose:

Black as it conveys professionalism and authority.

White as it symbolises simplicity and clarity.

We also use Yellow elsewhere with our logo to evoke warmness and support.

Font Choice – Your logos may have text, and that font often carries through to your brand. We frequently use Lato and Anton in branding materials. Use it to ensure consistency across emails, quotes, invoices, and websites.

Clarity – A logo should be clear and readable at any size, whether on a business card or an advertising board.

 Your logo won’t always stay the same—it evolves depending on where it appears. 

Imagine it as a small, circular icon on Instagram versus a large sign on a building or a van. Some elements may need to shift while keeping the core design intact.

Take brands like Nike—the swoosh symbol remains consistent, but the accompanying text may change or disappear in certain settings. 

A well-designed logo should work across all mediums without losing its essence. 

 Understanding Vector Graphics  

Vector files (such as SVG, AI, or EPS) are crucial because they can be resized without losing quality. 

Unlike pixel-based images (JPEG or PNG), vector graphics remain crisp and professional, regardless of size. 

When you receive your logo, it shouldn’t just be a single image file.  

 Ultimately, a logo isn’t just one file. It’s important to receive multiple versions of your logo for different applications, including:

Full-colour versions for digital and print.

Black-and-white versions for certain situations where colour isn’t appropriate.

Versions with transparent backgrounds for flexible use.

These different versions ensure that your logo remains effective across various platforms, whether on a website, social media, or promotional materials. 

 Logos with transparent backgrounds allow for seamless placement across different materials—whether on websites, social media, or merchandise—without an unsightly box around them. 

Before finalising your logo, it’s worth checking its uniqueness. Tools like Google Lens can help identify similar logos online, ensuring yours doesn’t look too close to another brand’s identity. 

 A Logo That Grows With You

Your logo isn’t just for today—it should work for where your business is heading. 

As your services evolve, will your logo still make sense? 

Will it work as a small digital icon on social media or as imagery on a branded vehicle?

A great logo should be adaptable—able to grow with your business while staying recognisable. 

The biggest brands refine their logos over time, but a well-designed logo ensures you’re set for the long haul. 

 Building a Brand That Lasts

What makes our approach different?

We’re not just designing a logo; we’re helping you understand what lies behind it. 

A logo is one piece of the puzzle—what truly matters is how you consistently show up and deliver value.

Instead of spending endless hours tweaking a design, focus on creating a brand people recognise and trust. 

It’s not about being occasionally exceptional; it’s about showing up consistently with a clear message and strong identity that your customers can rely on.