Creating a Business Logo : What to Consider, Key Formats, and the Do’s & Don’ts of Designing Your Business Logo
Your logo is often the very first impression someone has of your business. It’s a symbol that tells people who you are, what you do, and the kind of brand experience they can expect. In a split second, it can convey professionalism, personality, and trust — or lack thereof.
Whether you’re starting a new business or rebranding an existing one, investing time and thought into your logo design is essential. In this blog, we’ll walk you through everything you need to consider when creating a business logo— from design fundamentals and file formats to common mistakes to avoid — to ensure your logo works hard for your brand both online and in print.
Why Your Logo Matters More Than You Think
A logo isn’t just a pretty picture. It’s a vital brand asset that appears everywhere — your website, business cards, local adverts, uniforms, shop signage, vehicle graphics, packaging, social media profiles, and more. A strong, memorable logo builds recognition and helps differentiate you from your competitors.
In local advertising, such as in The Link Directories, your logo plays a key role in making your ad instantly recognisable. It gives your brand a visual identity that people can spot quickly when flipping through pages or glancing at a leaflet on the kitchen table.
What to Consider When Creating a Logo
- Simplicity is Key
A great logo should be clean, uncluttered and easy to recognise. Overly complex designs don’t scale well and can become unreadable at smaller sizes — especially in print. Think of iconic brands: Apple, Nike, McDonald’s. Simple shapes, strong lines, minimal fuss. - Relevance to Your Business
Your logo should reflect what your business is about. A law firm and a children’s entertainer, for example, would naturally lean towards very different styles. Consider your industry, your audience, and the message you want to convey. Modern? Trustworthy? Fun? Eco-friendly? Let your logo speak that language visually. - Colour Considerations
Colours evoke emotion and perception. Blue often signals trust and reliability. Green is associated with nature or finance. Red implies energy or urgency. Think about how colours align with your brand values — and also how they’ll appear in black and white or greyscale for print. - Typography Matters
Fonts carry personality. Serif fonts (with small decorative strokes) often feel more traditional or formal. Sans-serif fonts look clean and modern. Script fonts can be playful or elegant — but beware: not all script fonts are easily readable, especially at small sizes. Also as a business some fonts require you to purchase a license to use professionally! - Versatility
Your logo needs to work across different formats — from a large shop sign to a tiny social media icon. It should look good in colour and black and white, and be effective whether printed in full colour in The Link Directories or as a single-colour embroidery on a polo shirt.
Essential Logo Formats You’ll Need
When working with a designer, make sure you receive your logo in several file formats. Each has its own purpose:
- .AI / .EPS (Vector Files): These are editable files that can be scaled to any size without losing quality. Perfect for printers, signage, and large-format advertising.
- .PNG: Great for websites and digital use. These have transparent backgrounds, making them useful for layering.
- .JPG: Common for photos and simple uses, but these don’t support transparency and can lose quality with resizing.
- .PDF: A versatile format often used for printing and sharing.
Tip: A professional designer should provide you with a full logo pack, including coloured, black, and white versions in all relevant formats.
Logo Design Do’s and Don’ts
✅ DO:
- Work with a professional designer – Your logo is not the place to cut corners. A DIY design may look okay on screen, but can fall apart in print or appear amateurish.
- Ask for multiple versions – Horizontal, stacked, icon-only and text-only versions all serve different purposes.
- Get feedback – Ask trusted friends or colleagues what the logo communicates to them. Do they “get” what your business does from the logo alone?
❌ DON’T:
- Use clip art or stock icons – Your logo should be unique to your business. Generic visuals make your brand forgettable.
- Follow trends too closely – What looks fashionable today might look dated tomorrow. Go for timeless over trendy.
- Overcomplicate things – Resist the urge to include too many colours, fonts or elements. Less really is more in logo design.
- Forget how it will look in print – Make sure your logo works in black and white, or in single-colour printing, especially for use in printed advertising, uniforms, or promotional items.
Logos in Print Advertising: Final Thoughts
If you’re placing an advert in The Link Directories, your logo will help your business stand out on the page. It anchors your brand visually and should be instantly recognisable at a glance. Make sure you supply your logo to the magazine in high-resolution (preferably a vector file like .EPS or .PDF), so it prints crisp and clear.
It’s also wise to test how your logo appears at smaller sizes before finalising any advert designs — particularly if you’re using a directory listing or quarter-page space.
In Summary
Your logo is much more than a decorative graphic. It’s your visual handshake, your brand ambassador, and the face of your business in every piece of marketing — from social media to local print advertising. By focusing on clarity, relevance, versatility and professionalism, you’ll create a logo that not only looks great but works hard for your business across every touchpoint.
And if you’re getting ready to advertise in The Link Directories, make sure your logo is polished, professional, and ready to make an impression. Need advice on how your logo will look in print? Don’t hesitate to get in touch — we’re here to help!
