Designing Your Logo: Considerations for Colors, Fonts, Shapes, Patterns, and Imagery

How to Design Your Own Logo

Your logo lives everywhere from the front of your store to product packaging and invoices. That’s why it’s important to think about scalability and where your logo will be displayed as you design it.

Start by understanding your brand and audience. Then get creative and try some different ideas on for size.


Choosing the right colors for your logo will help convey your brand values to customers. First, think about what makes your business unique and decide what characteristics you want to emphasize. This can be done by creating a mind map or identifying your core values.

Next, conduct market research or surveys to understand your target audience’s color preferences. You can also use a color wheel to create different combinations that will tell your brand story. Complementary colors lie directly across from each other on the color wheel and work well together. Analogous colors are close to each other on the wheel and can be used for a harmonious look. Triadic colors draw from three equal sections on the wheel and can be used to create a bold and striking effect.


The font you choose for your logo is a crucial element that shapes the message of your brand. Each typeface evokes different feelings, and it’s important to select one that resonates with your audience. A custom font communicates your unique personality and sets you apart from competitors.

For example, a serif font with little lines hanging from the letters can make your logo feel elegant and traditional, while sans-serif fonts look sleek and modern. Using an all-caps font conveys a sense of dominance and power, while a lowercase font suggests approachability and accessibility.

In addition to evoking specific emotions, fonts can also signify age and gender. For example, feminine fonts can give your logo a more refined, classic look, while masculine fonts can convey toughness and strength.


The shapes you use in your logo communicate a lot about your brand. They also impact how recognizable your brand is when it’s not in color.

Geometric shapes like squares, rectangles and isosceles triangles communicate stability, reliability and strength. They are often used by brands that want to project an image of trustworthiness, including insurance and financial services companies.

Circles and ovals convey unity, harmony and completeness. They can imply movement, dynamism or playfulness depending on the combination and orientation of lines used.

Wavy lines offer a playful, natural feeling and can be used to communicate an eco-friendly or sustainable message. They can also suggest a sense of flow and rhythm that can help your company stand out in the crowded online business world.


When designing your own logo, it’s essential to consider the various elements of design. This includes shape, color and patterns to ensure that your logo is unique and has the ability to stand out against your competitors.

Patterns can add texture and balance to your designs, as well as provide an extra pop of personality that can help you stand out from your competitors. They are an easy way to add some extra flair to your branding without overwhelming it with unnecessary graphics.

Before beginning the design process, it’s a good idea to create a mood board to inspire and guide your ideas. These can be physical or digital, and you can use anything from images to quotes to help guide your creativity. It’s also a great way to test out different colors and shapes to see what works best for your brand.


The imagery you use in your logo should align with your brand’s personality, values, and goals. It should also reflect the environment or experience your audience is looking for. For example, a graphical element that matches your company name like Apple’s biblical fruit or Twitter’s bird can be a great way to make your logo recognizable.

For inspiration, take a look at logos from other brands in your industry or across industries, as well as popular creative websites like Dribbble and Behance. Also, search logo design or related hashtags on Instagram for inspiration (#logodesign is a good place to start). Finally, create a mood board of all the photos, designs, color combinations and illustrations you feel drawn to. You can even try out different logos and layouts on a web app like Coolors or Paletton.

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