Your first logo checklist

A logo does not have to explain everything about your business. It needs to identify you clearly and work where customers encounter it.

Decide what the design needs to do

1. Describe the business and audience. Write what you offer, who it is for and three qualities you want the brand to communicate. Avoid asking for a logo that appeals to everyone.
2. List real applications. A profile icon, website header, product label and shop sign create different constraints. Share these uses before design begins.
3. Collect references with reasons. Explain whether you like the lettering, spacing, shape or mood. References should guide a direction rather than be copied.

Check the result in context

• Preview the logo at a small size on a phone. Is the name still legible?
• Test it on light and dark backgrounds, and in one color.
• Check a square avatar crop as well as a horizontal website header.
• Ask for agreed editable source files, a scalable vector export and transparent raster exports. Confirm font licenses and usage rights in the agreement.