25 Essential Questions About Logo Design: What Every Business Owner Should Know

You know that moment when you see a logo that just… works?  Maybe it’s the Nike swoosh catching your eye on a billboard, or that clever hidden arrow in the FedEx logo that you can’t unsee once you spot it. (If you haven’t spotted it yet, you’re welcome) 

Truth is, getting your logo right can feel pretty overwhelming.

Should it be sleek and modern?  
Bold and classic?
What about color choices? 

(We’ve all seen those designs that make us wonder if someone’s computer screen was broken during the design process!)

Not to worry, that’s why we’re here. Whether you’re just sketching ideas on a napkin or you’re gearing up for a full-fledged brand refresh, we’ve rounded up the 25 things small business owners must know about logo design. Keep these in mind as you dive in, and you’ll be well on your way to creating something that truly represents your brand.

And because we love showing real examples (because who doesn’t learn better that way?), we’ll wrap up with a behind-the-scenes look at how we helped Handyman Hardware transform their brand. 

Ready to get started? Let’s go. 

Logo Design Basics

How Do I Choose the Right Logo Design for My Brand? 

Look at your business personality first. Are you that cozy coffee shop where everyone knows your name? Or maybe you’re helping people plan their financial future? Your logo needs to match that energy. Oh, and take a peek at what your competitors are doing – not to copy them (please don’t), but to make sure you’re different enough to stand out.

What Are the Different Types of Logos? 

Let’s break this down:

• Wordmarks: Just your name, but with style (think Google)
• Symbols: A standalone icon (that famous Apple apple)
• Combination marks: Text + symbol together (like Burger King’s crown setup)
• Monograms: When your initials do the talking (HBO nails this)
• Emblems: Old-school cool, badge-style designs (Starbucks vibes)

Should My Logo Include Text or Just a Symbol?

Unless you’ve got Nike’s marketing budget (and decades of brand recognition), you’ll want some text in there. Most businesses rock a combination mark – both symbol and name. This gives you options: full logo for your website, just the symbol for social media, or text only when space gets tight.

Logo Design Process

How Much Does it Cost to Design a Logo?

This is everyone’s favorite question.

The answer?

It depends. We know, not the answer you were looking for. But, it’s the truth. You’re looking at anywhere from $100 for a DIY logo maker to $10,000+ with a design agency. The sweet spot is usually somewhere in between. Most folks find what they need somewhere in the middle range.

How Long Does it Take to Create a Logo?

The quick answer is 2-6 weeks, but don’t let anyone rush you here. A decent designer needs time to research your industry, sketch out ideas, and fine-tune the winner. Those “24-hour logo design” services are a little like trying to cook a holiday turkey in the microwave – technically possible, but probably not your best move.

Should I Hire a Professional Designer or Use a Logo Generator? 

It boils down to budget and goals. Logo generators are a bit like buying clothing off-the-rack – they’ll do the job and look nice, but you might be wearing the same thing as the guy down the street. A professional designer is more like your custom tailor. They’ll skip the generic templates, dig into your brand story, and create something that’s authentically you. 

How Do I Communicate My Vision to a Logo Designer? 

Skip the “I’ll know it when I see it” approach (designers love that one… not).

Instead, show examples of logos you like. Even more importantly, share what you DON’T like, and why. You may not have a clear picture in your head of the ideal logo, but talk to your designer and share your brand’s personality – are you the life of the party or more buttoned-up? Who are your customers? What makes you different?

The more specific you can be, the better your designer can nail it.

How Do I Adapt My Logo for Different Backgrounds? 

Your logo needs to work everywhere – dark backgrounds, light backgrounds, that weird gradient someone’s using on their website. Have at least two versions: one for light backgrounds and one for dark. And please, for the sake of designers everywhere, get those files in the right format (no solid backgrounds here, please).

Should I Have a Horizontal and Vertical Version of My Logo? 

This one’s easy – 100% yes. Think about all the places your logo needs to fit – website headers are wide, social media profiles are square, app icons are round. Having both orientations lets you adapt without awkward squishing or stretching.

Technical Questions

What File Formats Do I Need for My Logo? 

At a minimum, you’ll want:

• PNG for web use and transparency
• SVG for scaling without losing quality
• PDF for print materials
• JPG for quick email sharing Bonus points if you get an EPS file – printers love those.

How Can I Make Sure My Logo Looks Good on All Platforms? 

Keep it simple. Seriously. All those tiny details might look great on your computer screen, but they’ll turn into a blob on Instagram. Test your logo at different sizes – if you can’t read it when it’s tiny, simplify it. And remember social media? Square format is king there.

What Resolution Should My Logo Be? 

Start big, scale down. Get your original files at least 2000px wide – you can always make things smaller, but scaling up is where things get messy. For web, 72 DPI works fine. Print materials? Bump that up to 300 DPI minimum.

Can a Logo Be Resized Without Losing Quality? 

Only if you’ve got the right file format. Vector files (SVG, EPS, AI) are your friends here – they’ll scale perfectly from business card to billboard. JPGs and PNGs? Not so much. They’ll get fuzzy real quick when you try to make them bigger.

What Colors Should I Use for My Logo?

Start with two colors max (plus black or white). More than that and things get complicated fast. Pick colors that mean something to your brand – not just your favorites. And grab the color codes (Pantone, CMYK, RGB, HEX) for everything. Trust us, you’ll need them later.

Branding Considerations

How Do I Ensure My Logo Reflects My Brand Identity?

Start with your brand values. Selling organic soap? Maybe skip the metallic chrome look. Running a tech startup? That vintage letterpress style might not be your best bet. Your logo should tell your brand’s story at a glance.

Should My Logo Have a Tagline?

Not always. A good tagline can add clarity – especially for new brands. But if you’re going to add one, make sure it’s short and meaningful. And get a version of your logo without it too. Future you will thank you.

How Often Should I Update My Logo?

Only when it makes sense for your business. Most solid logos last 5-10 years, minimum. Look at Coca-Cola – they’ve barely touched their logo since the 1900s. But if your logo screams “I was designed in 1998,” maybe it’s time.

How Do I Test if My Logo Resonates with My Target Audience? 

Show it to real people – not just your friends and family (they might be too nice). Ask your customers. Put it on social media. If people keep reading it wrong or missing the point entirely, that’s valuable feedback.

Legal and Ownership

Do I Need to Trademark My Logo?

If you’re serious about your business, yes. It protects your brand and stops others from copying your look. Start with a trademark search before you finalize your design – it’s cheaper than rebranding later.

Who Owns the Copyright if Someone Else Designs My Logo?

Get this in writing before anyone starts designing. Usually, you’ll own the rights after you pay in full, but some designers might keep certain rights. Read that contract carefully, and as always, consult an attorney before signing.

Can I Use Elements from Other Logos in My Design? 

Short answer: no. Longer answer: still no. Inspiration is fine, but copying isn’t. This includes fonts you haven’t licensed and icons you found online. Start fresh – it’s safer, and you’ll wind up with something made just for you. 

How Do I Check if a Logo Design is Unique? 

You’d be surprised how many so-called designers are repurposing their own work, or worse – someone else’s. Start with a good old Google image search and see if any of your logo’s elements pop up. You can also check trademark databases. Look through your industry and your competitor’s logos. And when in doubt, keep tweaking until you’re sure it’s yours. Nobody wants a cease and desist letter in their mail.

Behind the Scenes of a Logo Refresh: Handyman Hardware

Sometimes it helps to see how this all plays out in real life. Here’s a recent project we loved tackling.

As a True Value store, Handyman Hardware wanted to create their own distinct personality – not to separate from True Value, but to stand out while being proudly part of the family. 

Sydney led the strategy, focusing on how to position Handyman Hardware as its own brand while respecting its True Value roots. Michelle, our creator, then had an interesting challenge: create something unique while working within True Value’s color palette to keep that visual connection strong.

The result? A logo that gives Handyman Hardware its own identity while fitting perfectly with True Value’s branding. It’s exactly what a local True Value store needs – personality plus partnership.

Is it Time for a New Logo?

Want to see how we could help your brand stand out? Drop us a line. Whether you’re starting fresh or ready for a change, we’d love to hear your story (and tell it visually!)