Logo Design: Do’s and Dont’s

Logo Design Title

When spring rolls around every year, we can’t help but want a fresh start. For some, that means spring cleaning. For others, that means a new haircut. In the marketing world, we see an increase in website and logo refreshes. But just like a new haircut, you need to do a little research before taking that leap.

Unfortunately for you, there aren’t any quizzes you can take to figure out your logo like you can find out the best haircut for your face shape. However, our team has been doing this long enough to have collected some tips along the way that can help you navigate through the logo creation process.

Think of your favorite brands. Now think about their logos. How easy were they to visualize? You encounter so many brands each day and with each brand comes a logo. What makes certain brands stand out? Why are some logos more memorable than others?

Now, think about the logo for your own brand. Whether it’s already in the market or your brainstorming for a launch, the logo is an important piece of marketing collateral. There are plenty of brands who haven’t created the best imagery to support their business and we don’t want that from you. We talked to our designers to find out the logo do’s and don’ts for you to consider!

The Do’s

Designing Logo on Laptop

Research Your Audience

Before doing any branding for your business, you need to know who you’re selling to and what will resonate best with that audience. Your logo is something that will stick with them as they move through the funnel from prospect to client. You don’t want to turn away a potential customer because of your iconography so before you put in any time or money, make sure you find out what type of imagery they like.

Keep It Simple

One of the worst things that can happen during the design process is that by adding elements, you lose the overall messaging. You want a clean, fresh design that’s easy to recognize and even easier to read. Remember when I asked you to think of your favorite brands? What made their logos stick out in your mind? Boil it down to the elements you liked and use that to form your own branding.

Create your Logo as Vector Artwork

You can get your logo printed on anything nowadays. From a pen to a billboard, you’re going to need to have the ability to shrink or stretch the art to fit your needs. But the last thing you want to do is lose resolution. You want to be remembered but you don’t want to be recognized as the company with the pixelated logo.

Establish Guidelines for Logo Use

The reason you remember your favorite brands is because they’ve been able to put their logos and iconography in front of you across various mediums. You recognize them because they adhere to specific guidelines. No matter the size of your business, consistency is key when it comes to spreading your messaging and that starts with your logo.

Shoot for a Timeless Design

I know I started off this post by acknowledging that springtime is the time for website and branding refreshes, so I want to explain before you call me out for contradicting myself. Refreshes and redesigns are two different things. Some branding needs to be modernized in order to sustain itself in the modern world. Think of the Starbucks Mermaid. We’re shooting for recognition when we create branding for a company and by using timeless colors, fonts, and elements, you do just that for a longer period of time.

The Don’ts

Do Not Enter Sign

Use Clip Art

Spend the time and money to create a custom design. While clip art may seem like a quick fix if you don’t have the skills or resources, it can’t be trademarked. You want to be able to trademark your logo to protect the brand and your business so stay away from using any prepackaged imagery.

Rely on Effects or Trends

I already stated in the DO section, your logo should be timeless so you should avoid any effects or trends that could date the design. Word Art effects might’ve been great for your yard sale signage back in the day, but you don’t want to drum up that nostalgia when potential clients encounter your branding. Staying away from trends will save you money in the long run because you don’t have to spend time or funds to update or modernize your branding.

Use Too Many Fonts

It’s easy to get carried away when it comes to choosing a font because there are so many. But it’s important to remember that less is more when it comes to fonts. Make sure the fonts you do choose coordinate with each other to spread your messaging appropriately.

Imitate Other Brands

While imitation might be the finest form of flattery, it has not place in branding. You don’t want to imitate other brands because it’ll confuse your potential audience. The last thing you want your customers to think about when they’re considering your company is another company. A successfully designed logo is meant to recall the company when someone sees it so don’t hurt your brand by being too similar to another.

Use Unnecessary Words or Elements 

No one likes to be in a crowded room. When you add too many words and style elements you logo becomes that crowded room. They become harder to read or decipher and that’s obviously the opposite of what you want to achieve with your branding. Give each word and element the attention they deserve by designing a layout that allows each to stand out.

Now you’re ready to start brainstorming for your company’s branding. Once you have a logo in place, it’s also smart to work out the other brand guidelines your company should follow. This will help promote that recognition I’ve been trying to drive home.

As always, if you have questions, feel free to drop us a comment! We’re happy to help bring your brand to life. And every brand starts with a killer logo!

Logo Design Blog Pinterest Image

Digital Done Right: Atlantic Builders Convention Recap

In the digital world, it’s nice to be reassured that the marketing best practices are still in fact best practices since the space is constantly changing and evolving. That’s due, in part, to the ever-changing algorithms. But also, the revolutions have to do with how we as humans interact with content on the web. At the 2017 Atlantic City Builders Convention, we were reminded what a successful marketing plan needs to have in place during the “Digital Done Right” Educational Program.


Phil Clouser of WhiteHot Inc. moderated the panel and it featured Holly Kingsley of Pace, a WPP Company, Danny Ortiz of NJ Advance Media, and Stephanie Shaffery of Flair Marketing Group. Together, they helped take us through what type of techniques worked best at specific milestones within the sales funnel.

Digital Marketing Tactics

It all starts with knowing your buyer’s persona. Identifying who your audience is and what they’re looking for will help determine where and how you should try to reach them. Once you know what you want to accomplish, you need set your specific goals. After those are set, you back your strategy into your Key Performance Indicators, or KPIs. It was both shocking but also not surprising to hear that 82% of smartphone owners turn to their devices to make product decisions.  That means everything you do needs to be responsive. If you take nothing else away from this recap, it should be that.


Mobile Browsing


That’s an important statistic because it proves how crucial a digital strategy is. There are so many components to drive success digitally. Search Engine Optimization, or SEO, is the “free” way to get traffic. It starts with the on-page content that helps search engines determine if your site or products are the answer to a searcher’s inquiry. It’s important to optimize your website for your users because 81% of consumers conduct research before purchasing.


Search Engine Marketing, or SEM, is the tactic of putting an ad for your company in front of a motivated buyer. Because they’re already looking for your goods or services, you can target specific keywords or searches. Keeping these ads relevant to your buyer’s persona will help keep your Cost per Click (CPC) down. The last thing any business wants to do is waste money.


Display ads are the images and videos placed around the web to visually entice your target demographic into buying. These images help persuade the not-yet-motivated buyer to become motivated. With compelling images, strong calls-to-action, and a responsive design, these ads, paired with a SEM strategy have seen a 30-50% lift in conversions.



Your efforts shouldn’t stop with SEO and paid marketing. It’s been proven that consumers respond more and interact better with content. To be more specific, 70% of people prefer content over ads. Good content should be useful. It should be interesting and engaging. This encourages more interaction with your brand but also it will help increase your overall time on site. In turn, that helps your SEO and therefore your overall rankings within the search engines. A good content marketing plan brings everything full circle.


Another place you need to think about content is on your social media platforms. Yes, you should have social media accounts and you should be posting to them regularly. It’s crucial to have both a social media management plan, which is the content and a social media marketing strategy, which are the ads. Your presence on social media is important because 81% of consumers are influenced by social recommendations. Those recommendations could come from you, your customers who have converted to brand ambassadors, or social influencers.


Filming Video On Phone


As the second largest search engine, YouTube shouldn’t be left out of your digital plan. On average, YouTube videos garner a 40% conversion rate. Consumers, especially millennials, prefer to watch videos. The content and quality of your videos are important. That’s because 64% of people are likely to after seeing your product or service in a video.


Reaching your customers directly is easier with an email marketing strategy. Just like the other methods mentioned above, the purpose of emailing your targets is to grow. The content you email should encourage a physical and measurable response. And keep in mind that 51% of people open emails on a mobile device so make sure your emails are responsive.


Your efforts will be fruitless if you’re not measuring the results. Whether you’re running ads or blasting your list with emails, you need to track the returns to see what’s working and what isn’t.




An important way to track your results is adding UTM codes to your ads and links. Formatting is key with this tracking method but luckily you can easily search for a UTM code builder. Once the code is in place, you’ll be able to see the engagement in Google Analytics, or whichever platform you use.


In addition to the UTM codes, you should also be setting goals in Google Analytics. You should be tracking for both macro conversions and micro conversions to gauge your success. A macro conversion is when you make a sale. A micro conversion is an activity a user engages in before purchasing. Both are important indicators of your success.


You can’t forget about assisted conversions either. When closely examining what led a customer to make a purchase, you can’t discount what got them there. You don’t want to make decisions only looking at a portion of the picture. By know where to look to see the bigger picture, you and your marketing team can make informed adjustments moving forward.


To fill the funnel, you need to give your prospects more options. These options should be measurable so that you can make more informed media buys. The purpose of any digital marketing campaign should be to move customers from becoming aware of your company to considering it as a solution to their problems ultimately leading to a conversion.


Every action you make and every action your want your audience to make should be measurable. If you’re not tracking your results closely and comprehensively, you’re going to make decisions that are not as informed as they could be. And everything you do digitally needs to be responsive.


In this digital world, you need to implement many different tactics to be successful on the web. Just like the panelists at the Atlantic Builders Convention, we’re here to help you do digital right!