Do you have a small business or a startup? You probably know how graphic design can affect your business. Of course, you may also have a firm grasp on just how costly it can be.

For this reason, it pays to know the basics. By knowing something about the fundamentals of good business logo design, you will have a better grasp on what your brand will look like and you will be able to assess your own business logo designs much better.

In most cases, the first thing you have to focus on is your logo which serves as your brand guide. Always pick the font and the colour of your business logo design based on the kind of personality you want your business to convey.

You want customers to perceive your business in a certain way, and you need to support that voice through your logo and other graphic elements on your website. You also need to audit your website on a regular basis to see if it still sticks to the kind of personality you designed it to have.

For your business logo design, there are basic things to consider and here are some of them.

Font Style

Typography is a crucial business logo design element. It will communicate your company name and at the same time, give customers an impression of your brand’s personality.

Some companies link the font style of the company’s brand to profits. One concrete example is Mountain Footwear. The company revealed that there has been a 20 percent increase in the company’s sales when they changed their font.

Of all the finds, you have three common choices, and each one has its strengths and weaknesses.

Serif fonts are the classic choice for business logo design. It’s the same thing you see in print newspapers and is pretty similar to Times New Roman. One study revealed that using the serif font Baskerville will make the reader feel that the quote is trustworthy.

When you are looking to stick to the professional and traditional vibe, you are better off with a serif font. Though, these fonts may seem to be outdated especially when you are using them on a website.

Right now, the favourite font for the digital world is the sans serif. Tech startups, lifestyle blogs, and the font Helvetica are the perfect examples of the sans serif. The typeface is clean and gives off a modern vibe. The letters are also highly readable even if the font is small.

The greatest weakness of using a sans serif is that it is too common. There are countless logos using sans serif, so it’s not the ideal choice if you want to stand out.

Here’s a useful list of 10 Sans Serif Fonts from the Google Fonts library that might be useful for your website.

Lastly, there are script fonts. The greatest downside of these fonts is on how tricky it can be to pull them off successfully. Reading them can be difficult because they are too elaborate although they reek personality.

There are thousands of fonts which are available online. Some of these fonts are free while others require a licence for commercial use.

Colour Choices

Colours boast loads of personality, and about 80 percent of consumers recognise brands based on the hue.

There has actually been a study on the colour used in business logo design and the kind of feeling it evokes.

Based on the study by the Logo Company, red is an exciting, youthful, and a bold colour. Yellow is a colour conveying warmth, optimism, and clarity. Purple is wise, imaginative, and creative. Orange has a cheerful, confident, and, friendly vibe. Blue is a colour showing strength, dependability, and trust.  Green is the colour of growth and health. Meanwhile, black and white are calm, neutral, and balanced colours.

The meaning behind a colour will also change based on the hue. Different shades of blue, for instance, will convey very different things.

In a study by KISSmetrics, it appears that women prefer softer colours while men preferred brighter colours. Men prefer tints of colours mixed with black while women like colours mixed with white.

If you want to use colour combinations in your business logo design, choose colours with similar hues like blue and purple. If you want an accent colour, find one with a major contrast to your current palette. Pinterest is an excellent resource if you are looking for the best colours, and so is Adobe Kuler. You also need to look at the website of your competition.

In business logo design, you need to think about what your company stands for. You also need to think about how customers will perceive your brand based on the appearance of your logo.