Key takeaways
- A logo is one part of a brand identity, which also includes colours, typography, imagery and tone of voice.
- A good logo is simple, legible at small sizes and works in colour and in one colour.
- Make sure you receive the right file formats and you own the finished artwork.
Logo versus brand identity
A logo is a mark that identifies your business. A brand identity is the whole visual and verbal system that makes your business recognisable: logo variations, a colour palette, fonts, photography style, icons and the way you write and speak. Consistency across these builds familiarity and trust.
What makes a good logo
- Simple: easy to recognise and remember.
- Versatile: works on a website, a sign, a social media avatar and an invoice.
- Legible: readable at small sizes, including a favicon.
- Appropriate: reflects your audience and sector, not just current trends.
Files you should receive
| Format | Use |
|---|---|
| SVG / vector (AI, EPS, PDF) | Scalable master files for print, signage and editing |
| PNG with transparent background | Websites, presentations, documents |
| JPG | Simple uses where transparency is not needed |
| Favicon / social avatar sizes | Browser tabs and profile pictures |
You should also receive light, dark and single-colour versions, and a short guide stating your colours and fonts.
Colours and typography
Choose a small palette: one or two main colours, a neutral and an accent. Check colour contrast so text is readable (see accessibility basics). Limit yourself to two fonts, one for headings and one for body text.
Keep it consistent
- Write simple brand guidelines covering logo use, colours, fonts and tone.
- Use templates for documents, social posts and email.
- Update every touchpoint when you rebrand: website, profiles, signage and print.
Ownership and trademarks
Agree in writing that you own the final artwork. If you are concerned about originality, ask your designer how they ensure the design is not copied. For legal protection of a brand name or logo, speak to a trademark professional.
Next steps
Smartise provides graphic design and printing services for logos, stationery and signage. Tell us about your brand.
Frequently asked questions
How much should a logo cost?
It depends on the designer, scope and whether you need a full identity. Ask what is included, how many revisions you get and which files you receive.
Do I need a new logo when I build a website?
Not necessarily. If your logo is clear and works on screen, keep it. If it is low resolution or hard to read, consider an update.
What is a brand voice?
It is the consistent way your business sounds in writing and speech, for example friendly and practical, or formal and precise.
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