Every business needs a logo. Not only does a logo advertise the company, but the company advertises the logo: there’s a reason for that! A strong logo links to a brand as a way of differentiating it from the competition and being recognisable enough to market the brand as a good choice.

So, what makes an effective logo? Is there any merit in choosing green letters, instead of red ones? Strap in, and we’ll take you with us as we explore what makes a good logo. We offer some of our ideas and loads of lovely inspiration.

green images are looked at as someone takes notes


As we’ve already mentioned, logos are an essential part of a company’s branding. They have to accurately represent a company’s values, as well as be distinct enough to be memorable. They have to look good small enough to fit on business cards and big enough for shop fronts, so simple is often best.

Creating initial ideas can be hard, but is the first step to the final product. Think of what your audience would like to see, what your company provides and if there are any things you absolutely must include. The most important thing is for your personality to shine through – and if you can make it easy to guess what you sell purely based on your logo, that’s a bonus!


Seeing what your competitors are up to is a good way of getting inspiration. For example, greengrocers will usually include visuals of vegetables in their logo, to clearly show what they sell. You could look at the types of spacing, colours, sizing and other things they use, or completely subvert those stereotypes to set yourself apart from the competition.

Creating a nice Pinterest board is also a great way to come up with new ideas. Search far and wide, and get all of your inspiration from more than one place.

people point at words collaboratively

Types of logo

Colours, shapes, graphics and typography are the main elements of branding and can be combined to form aesthetics. You can even mix and match different aspects of a logo to make it work for you. This is a non-exhaustive list, and there are so many more types.

  • Classic logos are sophisticated and timeless, meaning your brand won’t appear outdated.
  • Retro logos evoke feelings of nostalgia, and sell history alongside your product or service.
  • Modern logos are usually minimalistic and simple, showing the company as up-to-date and sleek.
  • Quirky logos target those who are young-at-heart, coming off as fun and loveable.
  • Handmade logos are extremely individualistic and are often associated with effort over anything else.
paint-smeared hands in almost every colour in front of the sky

Where can I get a logo?

Almost always, the most effective logos are created by branding professionals, but there’s no reason you can’t have a go at sketching your own out! If you’ve got ideas about the colour scheme or imagery, see if you can jot down some notes and pass them along to someone who can work with you to make the perfect logo.

You can even use a logo maker, but beware that some other companies may have done the same thing (and when the cornerstone of your brand is your logo, do you really want to create a logo you’re just going to need to replace in the next 12 months?!) The best way to go about sourcing a logo is by getting a branding agency or freelance designer involved *cough cough*. You’ll get what you pay for, so make sure you’re investing in the things that matter for your business.

The end

All in all, choosing the right logo for your business really depends on your business as a whole. You could pick a colour scheme to reflect your products or personality, a typeface to convey your aesthetics or base designs on your history. Whatever you choose, make sure it’s eye-catching and easily recognisable!