Tips for Crafting a Great Company Logo


These days, having a good business isn’t enough -- you need great branding. 

What does that entail? Principally, that involves crafting a logo that represents your brand and draws people in, as well as coordinating your website around that logo. People need to see design elements and instantly think of your business. Here, we share some key tips on creating a logo that works for your company:

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You will be using this logo a lot in branding, website design, and publicity, so it’s important to invest quality resources into it. I know that someone you know probably used Adobe Illustrator “in college for a class once” and it would save you a lot of money to just ask them, but investing in someone (or a company like 5th Factory!) whose entire business model is based on marketing and design will give you a much better final result.


When you sit down with someone who will design your logo, be sure you spend a lot of time discussing what defines your company. You want branding that is tied to the core values of your company, so that when people see it, they will be reminded of the care you put into your products and services. Think about the Target logo (the red circle within another red circle). How clever! How effective! And with one glance it brings the company’s name to mind, while also hinting at its values — that customers will find what they’re looking for — their goal, or target (aha!) at its stores.

Know Your Brand’s Personality

This is another necessary topic of discussion between you and the person crafting your logo. According to ConceptDrop, there are five different brand “personalities” so to speak that customers perceive and with which they connect. Sincerity is first, showing a genuine appeal to the customer. Next is Excitement, which challenges the customer to be daring and find adventure. Third is Competence (very popular in business, likely because people don’t want to be too daring with their money) that asserts that the company is dependable, knowledgeable, and a safe bet. Fourth is Sophistication, which encourages customers to indulge in the finer things of life. Last is Ruggedness, which shows a hardiness and propensity for the outdoors. Some companies overlap in multiple areas (such as Ruggedness and Excitement), but most are firmly set in one or another. You should be able to spot which category into which your business falls.

When you pick out your company type, it might be helpful to look up other brands in that group and see what kind of logos they are using. Any common themes? Make a note of what you like and dislike, and if you want to push the envelope some, let the designer know that you want something wildly different from what you’ve seen or if you would prefer a traditional style.

Furthermore, be sure that what you request matches the style of your company. If you are a modern company, stick with a modern, clean logo. If you are more traditional, then perhaps a more classic logo design is better for you.

Use Science

Marketing has become more and more linked to the world of science, and who can blame it? Science helps us to understand the way our brains interact with the logos we see. This is particularly true of colors. While each person has a different history and different preferences, there are certain feelings associated with colors that are widely shared across the board. Yellow is commonly associated with happiness, red with passion, blue with competence, purple with royalty, black with prestige, green with wealth, and orange with efficiency. Check out this page for a more in depth exploration of each color and its effect on those who see it!

It’s never a bad idea to enlist the eye of others outside of your team (maybe using a survey or focus group) and see which color palette resonates with more people. Remember to tell them your company values beforehand so they can more accurately assess the logo designs you are testing.

One thing to keep in mind is that many companies create multiple versions of their logos with different color palettes that they can use in different situations (such as a full-color logo and then a subdued version). This will help add variety if you believe your company would benefit from it.

Love It!

Remember, whatever direction you go, be sure you end up with a logo that you love. You will be seeing this everywhere — business cards, signage, coffee mugs, t shirts, etc. so you want to choose something you can live with and that is pleasing to your eye, not just a design specialist’s.

Here at 5th Factory, we really enjoy designing logos you’ll love. Don’t be afraid to reach out if you need a logo or wish to update the one you are currently working with! Send us an email at to get started today.

Annie Mahaffey