DIY Logo Basics for Small Business Owners

Large companies often spend thousands of dollars to create or recreate a visual identity for their business. This is fine if you've got the money, but for small start-up business owners, designing a logo is something we usually try to tackle on our own.

A logo is a visual representation of your business identity. It can be an abstract symbol, an image or simply type. It needs to be different from what your competition is using. It should have a presence, as a unique small creation of its own. It must look professional, with crisp, clear lines. An amateur-looking logo immediately telegraphs a lack of quality to your prospective customers. It needs to "carry" at a small size, as it will sometimes appear the size of a quarter or smaller on business cards, so it should be bold and clear.

Where to start with designing a logo

As a college graduate with a degree in graphic design, I've designed logos for clients and my own small business. Designing your own small business logo starts with looking at logos you admire and analyzing what it is about them that you like.

Think about your own business and what sort of image you want to convey. Type has many "voices," and each font can project a different image. For instance, a font like Times or Garamond can say dignified or educated. A bold version of Helvetica or Futura can project impact and a "get it done" effect. A script face often appears to be more refined.

Your small business may lend itself to a representational symbol. Pet businesses often include simplified dog and cat images on their logo. A construction company might use a hammer. A restaurant could consider a motif appropriate to the type of cuisine: spaghetti, pizza, chopsticks, a rising sun for breakfast. A real estate business might use a simplified house.

Color also is important. Warm colors like red tend to stand out and advance visually. Think of how many fast food restaurants use red, orange or yellow in their logos. Green can indicate something environmental, or cleaning. Blue has universal appeal but might tend toward a technical, governmental or masculine use. Brown conveys earthiness and economy. Purple can seem quirky; burgundy, something elegant. Often times, the use of two or more colors together can create a unique identity.

A variety of logo creation software is available, some of them even for free, online. I was trained in the days before computers, and I'm still used to working the "old fashioned" way (relatively speaking) with drawing programs where you create business logos using digital drawing tools.

Whether you use one of these programs or just draw your small business logo yourself, take time to carefully consider the image your creation projects to the public. Print one out and show it around to people who will give you an honest opinion. Modify it if necessary. Whatever you come up with should project an image of quality and value to your customers. Invest in it, and it will pay you back for years to come.