Nail down these things before you create a logo

You’ve decided you want to start your own business. That is so awesome! Deciding to go for it is one major hurtle, but now comes a bombardment of follow-up questions…

What should you name your business?
What should your logo look like?
What sets your business apart from your competitors?
Who is your target client/customer?
Do you need a website? Should you create it yourself to save costs?


I know these questions can be overwhelming. I’ve been there. Before launching Humble Design Studio, I had to do some serious soul searching. It took me a few months of thought, prayer, and conversations with family and friends to decide I wanted to go down the "owning my own studio" route. It was crazy the time it took between deciding this was my path and actually launching my business. In total, there was about a six month gap! But that time was crucial because it allowed me to hone in on exactly what services to offer, who my ideal client was, my pricing, and my branding. That way, when I launched, all the visuals on my website, social media feeds, etc. had a consistent, professional look that spoke to my target client.

Once you know your business name, it can be tempting to jump right into creating a logo. But a logo is only as effective as the message it communicates to your target client/customer. Every design decision needs to be well thought-through. You can either hire a designer who’s profession it is to create logos that speak to your target market OR you can spend countless hours creating your own logo that might actually hurt the perception people have of your business.

Before hiring a designer to create your logo, make sure you are able to answer the following questions – and that these answers won’t change in 6 months! This will help ensure your logo accurately portrays your business.

1. What is the name of your business?
2. Is there a unique story behind your business or business name?
3. Do you have a business tagline, slogan, or mission statement?
4. What product(s) or service(s) does your business provide?
5. Are there any inspiring visuals associated with your business?
6. Share 5 adjectives or words that best describe your business.
7. Describe your ideal customer.
8. Do you have specific do’s & don’ts regarding the colors and other design elements of your brand identity?

Most likely the designer you work with will ask you similar questions to gain insight and inspiration, but doing this exercise will prepare you for the design process. You can filter all design work for your business through the lens of the answers to these questions.

Being able to answer these questions will help build a strong foundation for your business with which your website, marketing, social media, and logo can build upon.