Logo design essentials

Seven elements that can either make or break your logo design

Hello beautiful reader, today I want to share with you several thoughts on logo design. I have put together seven crucial aspects of any logo design. Let’s get busy!

Company name

Do you want to incorporate words like “web”,  “software” or “service” into your company name? I would recommend to reconsider your intentions. It is neither creative nor original. Write down several adjectives that describe your company or service instead. What are the core values that you want to represent and how do you differ from the competition? Give it time and play with words for a little while. I am sure you can come up with something much better than “Abc web design”. An original and creative company name gives a designer more opportunities to make your logo exceptional.


We all have our favourite colours. But it doesn’t mean that we need to use our favourite colour in our logo. There is a psychology behind colours. You should be aware of the fact that different cultures perceive colours in different ways. Perhaps no choice is as vital to marketing as colours. There is a nice article about psychology of colours in marketing on webpagefx.com.

psychology of colours

You should bear in your mind that the more doesn’t always mean the merrier. What I mean by that is that your logo should have up to two (or three) colours. The more colourful your logo is the more you are going to spend when printing it out. And do not forget that your logo should work great in colours as well as in its black-white versions.


There are myriads of fonts out there and it takes time to pick the right one for your company. Note that a logo is only the tip of the iceberg. You need to dig a little bit deeper and see the whole big picture. The picture is called a corporate identity. Choosing the right (and professional) font family is crucial for building a good-looking, clean and consistent corporate identity. There is a great short video explaining what the role of a font in a digital world is. Typography is crucial because it carries the message of the brand.

typography, logo design

Negative space and associations

The golden rule is that you should always keep the negative and the positive space of your design in balance. Working with the negative space and mastering this technique brings exceptional results.

Negative space in logo design

Try to see your logo as a teenager. Don’t be shy and let your fantasy do the work for you. Does the logo remind you of something funny (but totally inappropriate)? Can you add something to the logo that completely changes its message? You should reconsider your design and change it to prevent others from destroying the logo and the brand of the company.


Following trends could be tricky. Your design can be very modern and up-to-date today but it can get pretty rusty tomorrow. Knowing actual trends is crucial to create an ever-green logo. If the main feature of your logo is being trendy, you should redesign it, because being trendy is not enough. Your logo should be as versatile as possible instead. It means that it can be easily transformed to follow the actual trends without losing its spirit.


It is a good idea to hire a professional designer (like me) to design a logo for your company. You will not regret it and you will get desired results.

Thank you for taking your time to read my article. I hope that you find it useful. I am looking forward to see your thoughts in the comment section below.

Drahomír Mach, logo


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