The Ultimate Guide to Custom Logo Design - Unlimited Graphic Design Service

Logo design

The Ultimate Guide to Custom Logo Design

February 28, 2020, by

Featured Image Ebook Logo_revised

Creating the most suitable logo for your brand is one of the most challenging tasks you’ll face as a business owner. That’s because your logo is your brand’s identity with which your customers and prospects will recognize you. Brand awareness, trustworthiness, authoritativeness, and many other attributes depend on that single design that can lead your business to either success or failure. 

A logo is one essential element of your company branding that needs careful thought and planning. This is something that you should entrust to a professional logo design service. Penji is an unlimited graphic design service that can create the best custom logo for your brand. You can submit as many logo design online requests and revisions as much as you want until you get a logo that you’ll be happy with. 

Here are some factors you need to consider before designing your logo: 

Keep It Simple

simple logo design

When designing a custom logo, the rule ‘less is more’ is not only applicable, it is what you should always go for. Clarity is one of the top qualities that makes a custom logo design effective and to have this, simplicity is the key. Your custom logo design should be simple to make it easily recognizable and memorable as well.

A logo that has too many unnecessary elements tend to project a message that may make the company seem complicated. A simple design will be easier for your audience to digest, thus making an impression that will last long after they have left your website or your physical store.

When reading, most of us tend to remember a few words or phrases rather than a whole sentence or paragraph. The same is true for brand logos. The more complicated or overdrawn it is, the harder it is to remember. Your customers and prospects may not recall your name, but they will certainly remember your logo especially when it is designed with simplicity in mind.
Humanizing your brand is a great way to connect with your customers, and when you have a custom logo that’s simple and memorable, doing this is a breeze. A simple logo has the capability of triggering emotions that is very good in creating a relationship with your customers while building trust at the same time. Two of the most important objectives any business owner should always have in mind.

Keeping it simple can be a big challenge. Once done, it can translate to more visibility, more awareness, and more success for your brand. Plus, it can surely make you stand out from the competition as a simple logo can be more difficult to copy or replicate.

Color Theory

color logo design

Color is essential in designing logos and it’s more than what meets the eye. Choosing the right color combination isn’t as simple as what your favorite is and what looks good. There is a psychology behind it and using the right one for your logo requires careful attention.

Before you get someone to create your logo for you, you need to have a thorough and in-depth understanding of what your brand aims to convey. You need to get a good grasp of your brand’s personality, your strength, your mission, and who your target market is. Understanding all these will lead you to what colors you should use that are the most appropriate for your logo and your company as well.

Everywhere you turn, there is color. Out of the thousands, or even millions you can choose from, you’d think it would be that easy. But it isn’t. Colors evoke so many emotions, you have to know which one would fit the perfect bill for what your company wants to project itself as. When it comes to looking at specific feelings towards color, the graph below covers some of the crucial information on color. 

colors we feel

Our minds respond highly to visuals and colors play a major part in our everyday lives. The use of color theory can maximize the effectivity of your custom logo by resonating with your message clearly. Getting the right colors can give your audience the emotions you need to get a response from them and build a connection.

When placed side by side with your competitors, you need a color scheme that will make you stand out. Here are some colors and the characteristics that they send out.


Yellow can convey optimism, clarity, friendliness, energy, and so many more upbeat and positive traits. If you don’t mind being the brightest in a wall filled with logos of your competition, this is the one for you. If you want your company to emanate warmth and cheerfulness, yellow is the color of choice.


Green is what everybody thinks of when being one with nature comes to mind. It signifies freshness, cleanliness, and even strength. The same reason most financial companies tend to use it. If you’re in the organic food or home and gardening industries, this color is right for you.


Blue is one of the most classic colors and can be used in all genres, for all genders, every age, and many more. It is versatile as it can convey subtlety and energy at the same time. It projects trustworthiness and useful to show professionalism and authority. However, this is one of the most used colors and may not work as well if standing out is what you’re after.


Black is most commonly used in fashion but is also seen in many businesses that require having the image of authority and seriousness. It can also show secrecy, sophistication, elegance, and power so it’s not uncommon to see it used in luxury cars or fancy restaurants.


Red is the color of fire and blood so it’s commonly used to denote war and love. A very intense color, it can signify emotions such as anger, seduction, elegance, and adventure. It’s very versatile and can be used in a variety of ways.


Brown signifies the earth and nature. But it also speaks volumes when you want to show professionalism and sincerity. Most banks and security agencies use brown for their company color, but it is also a favorite among those selling organic products or food items such as coffee and pastries.


Pink, as we all know, is most commonly used for products and services that are catered mostly to women such as makeup or clothing. It is a carefree color and is great for use if you’re in the business of targeting younger audiences.
These are not clear cut rules that you should follow. As an example, you can use red to imply danger, but it also works well when used to convey passion. As always, there are exceptions to the rules and only you know your company well enough to decide what color to use.


typography logo

The fonts you use in your custom logo also have the power to evoke emotions. It’s the same way that colors do, but on a much different level. Not all logos have typography in it. If you decide to use them, it’s always a good idea to know what type to use and how.

As mentioned earlier, simplicity is the key to effective logo design. When using fonts, it’s imperative you’re sending your message across loud and clear. You should avoid using the more complex fonts, as they can make your logo look unreadable. Specifically, when seen from afar or when used in small spaces such as business cards or letterheads. Below is a chart of a few different examples of fonts. As you can see, there is a major difference when you use certain types of fonts. You want to make sure it sends the message you want your audience to receive. For example, art in a monospace font looks vintage, while a sans serif font looks more modern.

fonts for design

Experienced designers can create a custom typeface for your company logo to make it unique and suited to your brand’s personality. You don’t have to share fonts with other businesses that can have the possibility of a look that is similar to theirs. This way, you can fully own your font that will set you apart from the rest.

The question now is, what typeface to use for your logo? As with the color choice, the font you should use solely depends on what you want your customers to see your brand. Do you want to project professionalism? Or are you a fun and free-spirited company? Either way, you want to hire a logo designer who knows their way around fonts. 

Typography can express different emotions and feelings, let’s take a look at some fonts and see how they can fit your brand personality.


custom logo design example

Serif fonts can express trustworthiness and authority. If you’re in the banking and financial industry, this typeface is the most fitting. It can also signify strength and wisdom. It’s no wonder it’s most commonly used in the academe or news industry.

San Serif

professional logo design

San Serif can be used in a multitude of industries, but mainly for modern, contemporary businesses, or if you want that straight-forward and no-nonsense image for yours. You can commonly see these types of fonts used by clothing stores, technology-related industries, and many more.

Slab Serif

professional logo design

Slab-Serif is a newer font term, seen as the combination of multiple fonts. People sometimes confuse it as a bold serif font, but the style isn’t quite as clean as serif is. A popular example is Rockwell, a blocky font. It’s sometimes used for logos that want to appear fun or child-like.


professional logo design

Script fonts are for fancier businesses such as cosmetics or fine dining establishments. And again, stay clear of fonts that are overly elaborate. The main purpose of having a logo is to communicate your brand and if the font you use in your logo makes it hard to comprehend, then your message will get lost.


custom logo design example

Monospace fonts take up the same amount of space between each other. It’s a very clean and specific font, best recognized for being a typewriter font. As a result, it has an older reputation than other fonts. It’s considered vintage and scholarly, but depending on your audience, they may view it as outdated as a result. Many logos have strayed away from this style of font because of it. However, if your goal is to feel like an older, established company, considering using a monospace font.

Bold and Italics

custom logo design example

These two tend to go hand-in-hand. Many fonts come in a bold and italic variation. Bold is used for impact as it makes the letters and symbols stand out. On the other hand, italics are used for emphasis, and it makes an impact like bold does with a slant. Both of these should be used sparingly, as it takes away the value of it in the first place. If you make everything in bold or italics to show it’s important, that’s no different than not using it at all. When it comes to logos, many logos will use variations on bold,

There are other types of fonts that you can use. It’s highly recommended to explore them and see what will work best for your brand. These are but examples and it shouldn’t prevent you from going out of the box and trying something new and different.


custom logo versatility

An effective custom logo is one that has the versatility to go on all types of media and paraphernalia. From billboards to business cards, your logo should look good and work well in all the places that you need to have them in. This is what it means of a logo being scalable, you can place it in a pen for giveaways and still communicate your message across.

Even if you don’t plan or don’t have the need for marketing collaterals such as these, your logo still has to be versatile. Social media platforms and any other digital marketing media differ in shapes and sizes. A good logo is one that can be used in all sorts of channels, but remains clear and concise. Just like the eagle logos we have below, they’re used in a number of versatile ways. You don’t need to have this many versatile options, but you need to keep in mind the potential changes you’ll need for your logo. 

eagle logos

Designing an effective logo is still anchored in having simplistic design elements in it. It’s okay for a detailed logo if you’ll only use it in posters or your website. But that isn’t the case in this age of online marketing wherein you need to have a logo that is understandable even when used in your mobile app.

Also, your logo should look as good as it is whether printed on a black and white letterhead or a colored social media post. Color is essential but there are times that only black and white are required and your logo has to look good either way. A versatile logo is one that has your signature color, but can still stand proud and loud even without them.

Brand Identity

brand logo

Your company’s brand identity is what your customers will recognize you for. It’s important to have one that is strong and memorable. Businesses that have developed their brand identities with much thought and careful planning have seen the rewards of their labor and are a great testament to this.

A major brand like Apple have logos to perfectly describe what they are and what they do. They have established themselves as an authority in their respective fields and have a good relationship and connection with their customers. They are now earning their trust and have a following that has given them their loyalty as well, now what business doesn’t want that?

For example, look at Marvel’s logo. It doesn’t look like much at first, but the association and thoughts that come with it are valuable. It’s part of the company’s brand. People think of the major films, superheroes, and a long list of celebrities associated with it. It takes time to build your company to this level, and their logo plays a role in that. They’re able to experiment with a simplistic design, and it’s appealing to the masses from a brand perspective.

comic book logo

Your custom logo is your company’s face and it’s also the representation of your reputation. A great logo will make your customers think of you when the need for your services or products arises. Even if they forget your name, once they associate your logo with a good buying experience, you’re on your way to success.

Your brand identity will help create your reputation and project your values that will attract people to do business with you. After all, the objective of every business owner is to get as many people to know them and patronize whatever it is they are offering.

Business Credibility

custom logo for business

In today’s age of online marketing, standing out against your competition is cutthroat. The battle is fierce when it comes to persuading consumers to give you their businesses. There are millions of entrepreneurs vying for customers’ attention, not to mention the number of scammers out there in the open.

So from the perspective of a consumer, how do know which company delivers on their promises? The decision on who to give your business to can be a daunting task. This is where building trust for consumers by business owners comes to play. Entrepreneurs try hard to get the prospects’ attention. However, they also have to build trust for new customers and gain the loyalty of the existing ones.

The right logo has to embody all your company’s traits and give the consumers the feeling that they can trust you and are worthy of their hard-earned money. It has to convey that you are competent and knowledgeable, enough to gain their trust and give you their money. 

For your logo to have business credibility, the first thing you should do is to get to know who your target audience is. Learn more about them, what they like and what they want. You should know whether they prefer brick-and-mortar stores or online as well. Use this information to decide how you’re going to go about becoming credible. It has to be a cool logo, but it also has to make sense for your audience. 

You also need to explore your products or services. Research how they are perceived by your prospects and how they are used by your customers. Look at both the social and psychological perspectives to gain insights into your target market’s reaction to your brand. Knowing all this will help in determining how you can establish credibility in your overall design, most specifically in your logo.

Marketing Advantage

marketing logos

Having an effective custom logo can give your business benefits that are way beyond your expectations. Along with your company name, your logo is up there at the top list of your priorities. Don’t take this for granted. Designing a logo shouldn’t be taken lightly. It’s not as simple as giving it to your friend or employee who has a knack for drawing.

There are a lot of marketing advantages of having an excellent logo. One of these is recognition. Being recognized in a sea of businesses is an advantage in itself. If your logo alone has made people recognize you, you’re many steps ahead of your competition.

When you are recognized, this only means that they remember you. Having a good recall among consumers will give you a higher chance of gaining their trust and eventually convert them into sales. A visually appealing logo has the ability to persuade customers with their buying decisions, in your favor, of course.  

As an entrepreneur, you should be aware of marketing strategies to help boost recognition and sales. Having a custom logo is one of the best and most integral parts of your marketing plans. It isn’t just an image or drawing, but a foundation for your brand. Depending on your logo, you’ll need variations, or want a professional graphic designer to provide you with options. The options below are all variations of the word summer. Notice how many different types of custom logos come out it. Make sure when you market yourself, you consider the variations. 

summer logo designs

Your logo can also make you look established and give you leverage among competitors that are bigger and has more funding. The bigger you project yourself, the bigger the gains. It’s all about image and having a good product or service.

Your business is more complete when you have a logo on your marketing materials and collaterals. It gives it that unique and “one” look. You’ll give the impression of being organized and serious in your business. When customers see you in this light, they are more likely to give you their business.

A great logo is one that will show your customers the commitment you have for your business. This shows the pride you have in your work and gives you a good sense of doing what you love. This will well resonate with your customers through an effective logo.


cheap custom logo

After reading all about what makes a good custom logo, think about your budget for it. Do custom logos come cheap or do I have to pay an arm and a leg to have one made?

As earlier mentioned, hiring a professional graphic designer to create one for you is essential. It takes more than just the ability to sketch and draw to come up with one that will give your company all the benefits it can offer. Find your ideal designer by researching, planning, and exploring all of your options.

Most business owners calculate what their gains are when spending on something for their company. It has to return their investment. Otherwise, it will just add to the loss, something every entrepreneur wants to prevent from happening. But when you find the right people to create the perfect logo for you, you’ll realize that having a logo is very much like it. A logo is an investment that you can use for a long time and give you advantages that make every penny worthwhile.

At Penji, we offer unlimited graphic design services that will be cost-effective. Starting at $369 per month, you can have all the custom logo designs that you want without contracts. We offer on-demand revisions, which will help you get the results you’re looking for. Our dedicated team will provide professional-quality work at a cost that won’t break the bank.

Your Target Market 

A target market is a group of consumers that share similar attributes or needs that your company is aiming to serve. They are the ones that you’re targeting to buy your products or get your services. Being in touch with your customer base is one of the most important tasks you need to accomplish at the very start of your business. 

Any business owner would want to cater to as many clients as they possibly can, but that’s not a possibility. Narrowing down your audience can help you focus more on what to offer them rather than engaging in the humongous challenge of trying to please everyone. In addition, designing a marketing strategy becomes easier when you aim your sights at a lesser scope of people. 

Before you create a marketing plan, before you think of creating a brand identity for your company, you need to understand your target audience. Determining who they are is every smart marketer’s secret sauce. So before you can start to speak to them, you have to know who they are. 

Determining Your Target Market  

Take a closer look at what your company is offering and put yourself in your customers’ shoes. What need does my product fulfill? You’ll then have an idea about who might be interested in trying your wares. Researching your demographics can also help shape your custom logo design.

Consider the probable age, gender, and background of your potential customers to understand what colors, fonts, shapes, and other design elements that will resonate with them. It’s also a good idea to look at your competition’s target market. Not only will you be able to gain insightful data, but you’ll also have an idea about what works for them and what you need to adjust in your strategies.

How Your Target Market Impacts Design

Once you’ve determined who you’re designing for, it’s easy to create a company logo that can get their attention. Understanding their pain points and needs can lead you in the right direction in separating your brand from the rest of the competitors. You’ll be able to take into account how the design elements should be presented and create a logo design that speaks directly to your audience.

Whether designing a logo for the first time or replacing your existing one, you must understand your target market well. As with any other marketing strategy, know that your logo will only be successful in grabbing the attention of consumers if it communicates effectively with your audience.

A Timeless Design

Design your company logo with timelessness in mind. Some industries must go with the flow of what’s trending, but not your brand identity. Your custom design logo should be able to stand the test of time. It has to be recognizable whatever design trends we are made to believe we should adhere to, come and go.

When designing logos, thinking about longevity is a must, especially if your projections for your business will be to stay for an extended period of time. Although you’ll see a few of the more established brands get an image overhaul, notice that the changes are in the bare minimum. Also, simplification isn’t succumbing to a trend; it’s tweaking a long-standing logo into something that can adapt to the advancements in technology.

On the other hand, a redesign isn’t all that bad when you know how and when to do it. Some logos inevitably need a revamp to stay relevant. A company that’s reinventing itself will surely need a redesign, and this is only one of the reasons for it. But it pays to have a timeless logo from the start of the design process.


Logos for universities need not have books in them as much as restaurant logos do not necessarily have to have food in them. But as always, a logo should be appropriate for the industry you’re in. Look for a famous bank logo and imagine using it for a toy store, that would explain how being appropriate matters in designing custom logos.

To help you do this, keep in mind what your business is all about. Many people suggest that your logo should reflect your nature of business. It could work as many big-named brand logos have already proven, but there is no general rule that you should. There are also plenty of successful businesses that have logos that do not project the type of business they’re in.

It’s important to understand that a powerful logo is one that relates your story, evokes the right emotions, and makes consumers recognize you.

A Few Noteworthy Logo Examples 

To better understand the importance of a logo to a company, here are some custom logo designs from famous brands: 


professional logo design

The company wanted to give out the message that they sell everything from A to Z. This is the reason the current design has an arrow starting from the A in Amazon, then ends at the Z. This works so well in depicting the smiles that customers have upon receiving a package from the store. 


professional logo design

The Baskin-Robbins logo cleverly incorporated their initial letters with the number of flavors they have, 31. The colors blue and pink inside a circle of the same colors differentiate the numbers and the letters. The quirky font they used gives the impression of fun and enjoyment, ideal to what the brand is all about. 


professional logo design

Since time immemorial, the apple has been associated with abundance, knowledge, immortality, and many other strong characteristics every business would want to have. Art director Rob Janoff designed this iconic symbol of the Apple enterprise and seemed to have encompassed all these attributes. Myths upon myths emerge on how the company came up with the design, but one thing is for sure, the bite is there for scale. They simply didn’t want people to mistake the apple for a cherry. 


custom logo design example

Almost everyone on the face of this planet knows the golden arches. If you want to see a successful example of a professional logo, McDonald’s has it. The logo has a colorful history stemming from the architecture of the first restaurant building. The company even has its own custom font, the McLawsuit font, emphasizing the importance of having a custom logo design.


custom logo design example

Icons within an icon, that’s what the Unilever logo is. It consists of 24 figures nicely fitted inside the letter U. The global consumer goods company manufactures a wide range of products, from food to cleaning products. This diversity is clearly represented in each of the icons that are from under one single entity, which is Unilever itself. The brand prides itself in providing vitality, innovation, and customer satisfaction through all their products. 


professional logo design

An ingenious way of maximizing the space on a custom logo design is this one from FedEx. The design is straightforward and can be considered simple and basic. But, notice how the arrow is skillfully placed between the letters E and X. This effectively conveys a message of going forward with your parcels. It subtly sends out an air of speed and precision, something that the company aims to provide. 


custom logo design example

Despite undergoing several revisions, the Starbucks logo has become an icon the world over. The twin-tailed mermaid has become synonymous with good coffee, and its uniqueness is what probably did it. It destroyed the preconceived notion of using an image of a steaming cup of coffee for a coffee shop. The siren in the custom logo design has its roots in old legends of mermaids luring sailors to their territory—the same way Starbucks wants coffee lovers to flock to their stores.

Choose Your Designer Carefully

With something as significant as your company logo, it’s best not to take a chance with just anyone designing it. Your corporate branding is an essential part of your business, and it’s imperative to get it right the first time. Your company logo commands careful attention and thoughtful consideration; thus, getting a professional to do it is the rightful decision.

It’s a fact. A professional-looking logo can only come from a professional graphic designer. In this age of fast and convenient information gathering, it’s easy to find tools to help you create your business logo. But software or web tools aren’t capable of understanding your target audience to create a logo that speaks to them.

In this sense, companies advertising to create logos for your company for a meager price will most probably deliver what you pay for—cheap design. Any business owner would want to project their businesses as an authority in their field. Unfortunately, amateurish work just won’t help you do this.

Furthermore, not all graphic designers are created equal. Even the mere abundance of graphic designers can make choosing one for your project can be a challenge. To make it simpler, you need to evaluate several portfolios to find the most suitable designer for your logo.

For these reasons, on-demand graphic design services are highly recommended. Choose a company that assigns you a designer that matches the style you’re going for. Additionally, choose someone that you’re comfortable working with. The creative process takes time and a lot of communication between the business owner and the graphic designer.

About the author

Cel is a traditional animator for over than 15 years. She is also a Fine Arts Graduate who majored in Advertising and is now a Content Writer.

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