It’s simple

The most effective logos are usually the simplest. A clean shape and clear lettering are easier to recognise and remember than a detailed illustration. If your logo needs a close look to make sense, it’s probably trying to do too much.

It works at any size

Your logo needs to look just as good as a tiny icon on a phone screen as it does on a large sign. Fine lines, small text and intricate details tend to disappear when shrunk down. A good designer will test your logo at lots of different sizes before it’s finalised.

It works in one colour

There will be times when your logo has to appear in a single colour, such as on an embroidered shirt, a rubber stamp or a newspaper ad. If it only works in full colour, it will let you down. We always check that a logo holds up in black and in white.

It suits your business

A logo for a children’s centre should feel different from one for a law firm or a builder. The fonts, colours and overall style should reflect your personality and appeal to your customers. It doesn’t need to show exactly what you do; it needs to feel right for who you are.

It stands apart from competitors

Look at the logos of other businesses in your area and industry. If they all use the same colours or the same kind of symbol, doing something different helps you stand out. Being original also avoids any chance of confusion, or legal trouble, down the track.

It will last

Design trends come and go. A logo built around this year’s fashionable look can feel dated surprisingly quickly. Aim for something that will still look good in ten years rather than something that looks trendy today.

Get the right files

When your logo is finished, make sure you receive it in all the formats you’ll need, including high-resolution and vector versions for printing and signage, plus web-friendly versions. It saves a lot of hassle every time a printer or sign writer asks for your logo.

Thinking about a new logo or a refresh?

Whether you’re a new start-up or an established business whose branding needs updating, we can help. Take a look at the companies we’ve worked with on our graphic design page, then get in touch.

What is a brand style guide?

A brand style guide is a short document that sets out how your branding should be used. Big companies have guides running to hundreds of pages, but a small business only needs a few. Its job is to make sure that whoever is producing something for your business, whether that’s you, a staff member, a printer or a sign writer, gets it right.

Why it matters

Consistency builds recognition and trust. When customers see the same logo, colours and style everywhere, your business looks established and professional. When things look different each time, it creates a sense, even subconsciously, that something isn’t quite right.

What to include

Your logo

Show the main version of your logo, plus any alternatives such as a stacked version or a single-colour version. Include the minimum size it should be used at and how much clear space should be left around it. It’s also helpful to show a few examples of what not to do, such as stretching it, changing its colours or placing it on a busy background.

Your colours

List your brand colours with their exact values for print (CMYK and Pantone) and for screen (RGB and HEX codes). This is what stops your blue turning into five slightly different blues.

Your fonts

Name the fonts used for headings and for body text, along with alternatives to use where those fonts aren’t available, such as in everyday Word documents and emails.

Imagery

A few notes on the style of photos and graphics that suit your brand help keep your social media and marketing looking cohesive.

Tone of voice

Optional, but useful: a few lines describing how your business sounds. Friendly and relaxed? Professional and reassuring? This helps anyone writing on your behalf.

Put it to work

Once you have a style guide, share it with anyone who produces material for your business. Pair it with ready-made templates for things you create regularly, like letterheads, quotes, presentations and social media posts, and keeping your brand consistent becomes almost effortless.

We can help

We design logos, corporate ID and the templates that go with them, from business cards and email signatures to Word and PowerPoint templates. See some of our work on the graphic design and bits and bobs pages, or contact us to talk about your brand.

Think about how you want customers to feel

Colours carry associations. These aren’t strict rules, but they’re a useful starting point:

• Blue often suggests trust, reliability and calm, which is why it’s so common in finance, health and professional services.
• Green is linked with nature, growth and wellbeing.
• Red is bold and energetic, and grabs attention.
• Orange and yellow feel warm, friendly and optimistic.
• Black, charcoal and deep tones can feel sophisticated and premium.

Start by listing three or four words that describe your business and its personality, then look for colours that match them.

Look at your competitors

If every plumber in your area uses blue, a different colour could help you stand out. Just make sure it still feels appropriate for your industry. Standing out is good; looking out of place isn’t.

Keep the palette small

Most strong brands use one or two main colours, plus a couple of supporting colours and neutrals like white, grey or black. Too many colours make it harder to look consistent and harder for customers to remember you.

Check that it’s readable

Your colours need to work with text. Light grey text on a white background, or red text on green, is hard to read and shuts out people with low vision or colour blindness. Good contrast between text and background is essential, particularly on your website.

Make sure it works in print and on screen

Colours look different on a screen than they do on paper. Bright on-screen colours can print dull, and some colours are expensive to reproduce. A designer will choose colours that hold up across your website, printed material, signage and even embroidered uniforms, and will give you the exact colour codes for each.

Live with it for a while

Before you commit, see your colours in context: on a mock-up of your website, a business card and a sign. Colours that look great as a little swatch can feel very different across a whole page.

Need help choosing?

Colour is a key part of the corporate ID and branding work we do for small businesses. Take a look at our graphic design work, or get in touch to chat about your brand.

Keep it clear and uncluttered

A business card is small, so resist the urge to fit everything on it. Your name, job title, business name, phone number, email address and website are usually enough. Add your address only if customers visit you. White space makes a card look more professional, not less.

Make your details easy to read

Tiny text and fancy fonts might look elegant on screen, but they can be hard to read on a printed card, especially for older eyes. Keep the important details at a comfortable size, with good contrast against the background.

Match your brand

Your card should look like it belongs with your website, signage and email signature. Use your logo, brand colours and fonts consistently, so it reinforces your brand rather than introducing a new look.

Use both sides

The back of the card is valuable space. You could use it for a bold version of your logo, a short line about what you do, a list of services or even a QR code that links to your website or booking page.

Choose good stock

The feel of a card says a lot. A thin, flimsy card can undo a great design, while a heavier stock or a nice finish, such as matt or soft-touch, creates a quality impression. You don’t have to go overboard, but it’s worth spending a little more on the paper.

Think about special finishes

Finishes like spot UV, foiling, rounded corners or embossing can make a card memorable. Used sparingly, they add a touch of personality. Just make sure they suit your brand and don’t make your details harder to read.

Proof it carefully

It sounds obvious, but always check every detail before printing: spelling, phone numbers, email addresses and website. A typo on a box of 500 cards is an expensive mistake.

Let us design yours

We design business cards as part of our corporate ID work, often together with matching letterheads and email signatures. See examples on our graphic design page, or contact us to get started.