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Smart Branding: Tips for Designing a Modern Company Logo

With 32.5 million businesses in America, you have to stand out from the crowd. One of the ways you can stand out from the crowd is by having a modern company logo that gets attention.

When you look at the most successful logos, you might not see the common thread between them but the biggest thing is that people are able to connect with the logo. Continue reading this article to learn important tips to show your company is smart at branding.

Simplicity Is Your Friend

If you’re overthinking your logo, put your design on pause. The more simple you can make your logo, the easier it will be on you. Not only will it be easier for you but it will also make a bigger impact on your audience if you can say more with less.

Use online drawing apps to get a feel for what you want your design to look like. Look at this post from Setapp to learn about great drawing apps if you’re a MAC user.

Let Your Logo Champion Your Brand Promise

While it’s not easy to translate positioning into your logo, it is possible. Think about what you want people to know they are going to get when they do business with you.

Does your logo align with your brand promise and support it by reminding people about what your company is going to provide?

Don’t Be a Poser

People can smell the lack of authenticity from a mile away. Don’t try to be someone you’re not and don’t try to create a logo that isn’t going to fit with who you are as a company.

Don’t Overwork Your Logo

You have a great logo created but — is it perfect?


As designers, it is difficult to ever feel like anything is finished. Good enough simply isn’t good enough when you’re designing a logo. 

While you do want to make your logo appealing and make sure it works for your brand, you also don’t want to overwork your logo. If you overwork your logo, you could add unnecessary complications to the logo and ruin the design altogether.

Keep the Long Game in Mind

When you’re designing a logo, think about how it is going to do over the years. While you can refresh your logo, you don’t want to have to do a complete rebrand.

Look at your logo and think about how quickly things are going to change. Is it evergreen or are you going to have to change to a new logo in ten years because it’s no longer relevant?

Look at Your Competition’s Logos

While you don’t want to have a logo that is the same as your competition’s logo, you do want to make sure that you have an idea of what people are doing currently and what is working.

You might also get inspiration for what you don’t want to do for your logo. If you don’t pay attention to the competition, you’re leaving out important information that can help you with your design.

Aim to Please Your Target Audience

Take some time and think about what your target audience is going to think when they see your logo. If your target audience doesn’t like your logo, they might not buy your products or services simply because they are turned off by your logo.

You can even poll your target audience to see what style of logo they’d like to see for your company. People love helping brands make decisions and this helps with customer buy-in.

Think About How It Will Be Used

Even if a logo looks good on a website, that doesn’t mean it’s going to look good on a t-shirt or a brochure.

Think about the different ways your company is going to use the logo and keep in mind that this might change over time. Make your logo as versatile as possible so you can get the most use out of it.

Analyze Your Logo at Large and Small Scale

While your logo might look good when it is large enough to be viewed on a desktop computer, how does it look on a mobile device? Or how does it look on a business card?

Use a Unique Typeface

People love custom typefaces. Don’t put an Arial font on your logo. Common fonts mean that your logo looks common. You don’t want your logo to look common — you want it to stand out.

Either create the typeface on your own or hire someone to create it for you.

Add Some Activity

When you’re creating your logo, think about whether it works for your brand to add some activity. Passive designs work but if your brand is fun and playful, an active logo might work perfectly for what you’re trying to convey.

Get Good at Taking Feedback

If people say that they don’t like your design, you need to be able to gather helpful feedback from their comments.

How can you make it more appealing? Or how can you make it convey your brand message better?

Learning how to ask for and take feedback is essential if you want to create something great.

Creating a Modern Company Logo That Works

Now you know more about creating a modern company logo. Using the information above, you’ll be able to design a logo that people can connect with and buy into.

Do you want to learn more about marketing and business? Our site is full of informative articles to help you.

Continue going through our blog to find more articles on marketing, business and more.

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