Stand Out Unique With This—Custom Logo For Business
- October 4, 2023
- Nicole Andrew
Table of Contents
A custom logo for business is crucial in seeking a distinct and memorable brand identity in an increasingly crowded marketplace. Unlike generic or template-based logos, which might be used by multiple entities and thus risk diluting a brand’s distinctiveness, a custom logo should stand out because it’s uniquely yours.
It’s designed with intricate understanding and consideration of your business’s ethos, target audience, and market positioning. This kind of specificity in design inherently leads to better brand recall and fosters trust among consumers, as it communicates professionalism, commitment, and authenticity.
In this blog article we’ll cover what goes into a custom logo and how that compares to a template logo. We also have frequently asked questions around logos and especially if you’re able to create one yourself.
What makes a custom logo, custom?
A custom logo for business is “custom” because it’s uniquely designed to represent the DNA of your business, organization, sub-brand, product / service, or person (like a personal brand). Because it’s unique, there is not a pre-existing or generic design like it.
The biggest advantage of having a custom logo for business, is that it’s distinctive in setting your identity apart from others.
That means it captures the essence, values, and personality of your brand. This could be through the choice of colors, typography, shapes/symbols, or overall style.
Custom logos are typically created by experienced designers who understand the principles of design, color theory, typography, and branding. They use professional tools and software (like Adobe Illustrator), ensuring your logo looks first-rate and is in the right formats.
Designing a custom logo often involves deep knowledge on the core brand of your business, researching your audience and competitors, learning your personality, and any cultural or regional attributes. Its finality identifies the alignment with your vision and objectives, not just in making it stand out, but also relevant to your business’s DNA.
The uniqueness is carried over (envisioned) with various marketing applications in mind before it’s even applied—like business cards, billboards, digital platforms, merchandise, or your website.
You’ll know that you got a custom logo for business when you go through the process and receive all the types, variations of sizes, and layouts.
Because your business may evolve over time, your branding will evolve as well. Your custom logo should evolve with your changing and growing business. That means it’s best to refresh it every few years to keep it aligned, without losing your core identity.
Once a custom logo is delivered, we recommend that you trademark your logo so that in the future, should any business copy your logo, it’s protected.
What’s a template logo and how does it compare with a custom logo for business?
A template logo is a generic or working stock logo that’s usually more cost-effective, but can be used by multiple entities. This means it’s NOT unique and poses potential legal or branding challenges.
A template logo is a pre-designed working file (like EPS in Illustrator, CorelDraw or Affinity) that can be used by businesses or individuals as a starting point or placeholder for their branding. These “logo styles” are often available on various design platforms (like Canva, stock websites), or websites (that use AI logo generators) and can be browsed, purchased and used by multiple users, making them less unique than custom-designed logos.
The main advantage of a template logo is that they are more affordable than custom logos, making them a popular choice for startups, small businesses, or individuals on a tight budget.
While the basic design is pre-set, many template logos allow users to change certain elements like the business name, tagline, colors, or even certain graphic elements to better align with their brand.
By their nature, template logos are more generic because they’re meant to cater to a wide range of users. This means that multiple businesses might end up using the same or very similar logos.
Businesses that need to create a logo quickly can benefit from a template logo because they offer a rapid solution requiring only minor edits rather than a full design process. Since anyone can purchase and use a template logo, there’s still a risk that other businesses, possibly even your competitors, might use the same logo or something very similar.
NOTE: The ONLY way to make the template logo unique is to make MAJOR edits in its base design (not just changing the name and colors). It would require drastic changes to its appearance for it NOT to look at all like what was purchased.
Depending on where the logo is sourced from, there may be licensing considerations. Some platforms might restrict the ways in which the logo can be used, while others might require users to purchase additional licenses for extended usage or applications.
While template logos provide a quick and affordable solution, it’s essential for your business to weigh the pros and cons and decide whether it is right for your specific needs or if investing in a custom logo for business would be more beneficial in the long run.
NOTE: If you choose to get a template logo, you’ll WANT a WORKING .EPS or .SVG file. Not a flat .JPG or .PNG file. JPGs and PNGs are not editable. PSD is also Photoshop and that is NOT a file type that’s a working version either.
What’s the process of a custom logo design?
To create a logo, the process of designing it custom varies depending on the designer.
Our simple 3-4 week step-by-step process is:
STEP 1: Getting to Know You and Your Business
If you are just getting our custom logo / brand identity package, we’ll have you fill out a questionnaire and ask you some foundational questions around your brand’s purpose, mission, vision, target audience, competitors, personality, and any differentiators that stand out.
STEP 2: Concepting Ideas and Designs
From there, we spend about a week’s time concepting ideas and based on the size package you purchased will vary on the number of “rough-draft” ideas we will present to you.
STEP 3: Feedback and Revisions
After your feedback, we finalize the design. This takes up to 2 rounds of revisions.
STEP 4: Logo Files
Once you approve, we prepare the working, high-resolution, and web-based versions of your logo files. We’ve sometimes produced well over 100 files for our clients.
STEP 5: Packing up your files in a Brand Kit
Beyond the logo, we also prepare a style guide and the rest of assets that would go in your brand kit package.
NOTE: If you purchase a custom logo, make sure that you’re involved in the conceptualization part of the process. Meaning, you see various concepts presented and give feedback. The designer should present their decision-making for each concept based on their research and execution.
Some frequently asked questions around logos
Yes, you can definitely make your own logo for your business! Many entrepreneurs and small business owners create their own logos, especially when starting out asking, ‘how do I create a logo for my LLC?’. Here are some steps and considerations if you decide to go this route:
Understand Your Brand: Before diving into design, think about what your business stands for, its values, target audience, and unique selling points. Your logo should reflect these aspects.
Research: Look at logos from competitors or businesses in similar industries. This can give you a sense of what works and what doesn’t, and help you differentiate your brand.
Sketch Ideas: Start with rough sketches of your ideas on paper. This can help you visualize concepts and decide on a direction before using any software.
Choose Colors Wisely: Colors can evoke emotions and convey meanings. For example, blue often represents trust and stability, while red can evoke passion or urgency. It’s essential to choose colors that align with your brand’s message.
Consider Typography: The font you choose should be readable and align with your brand’s personality. For instance, a tech startup might opt for a modern, clean font, while a bakery might go for something more playful and handwritten.
Use Design Software: If you’re comfortable with design software like Adobe Illustrator or CorelDRAW, you can use these to create a professional-looking logo. If not, there are many online logo makers and apps designed for beginners, such as Canva, Looka, or Wix Logo Maker, to name a few.
Keep It Simple: Remember this best practice – a simple design is often more recognizable and versatile. Think of iconic logos like Apple or Nike – they are straightforward yet memorable.
Get Feedback: Share your logo with friends, family, or potential customers to gather feedback. They might provide valuable insights you hadn’t considered.
Versatility: Make sure your logo looks good in different sizes (from business cards to billboards) and in both black and white and color.
Secure Rights: If you use any elements that aren’t original, ensure you have the right to use them in a commercial setting to avoid potential legal issues.
Having a logo that looks similar to another means that your logo style is generic or cliche. Having a generic logo doesn’t necessarily mean it’s bad for your business, but if you want to stand out, you might want to consider a brand refresh/rebrand.
The easiest way to check is to do a reverse image search in Google. Here’s the link to it.
The cost of a custom logo varies widely based on several factors:
Designer’s Expertise and Reputation: A well-established designer or design firm with a strong portfolio and extensive experience can charge considerably more than a novice designer.
Design Complexity: A simple logo will typically cost less than a more intricate design that requires more time and expertise.
Process Involved: If the design process includes extensive research, multiple revisions, brand consultation, and various logo variations (e.g., for different backgrounds, orientations, or mediums), the cost can be higher.
Geographic Location: Design services in major metropolitan areas or in countries with a high cost of living might be priced higher than in other regions.
Usage Rights: If you’re purchasing full exclusive rights to the logo (meaning the designer can’t resell or reuse the design), it might cost more.
Additional Deliverables: If you’re not just getting a logo but also other branded materials (e.g., business cards, letterhead, social media graphics), the cost will increase.
To give a general price range:
DIY Online Logo Makers (e.g., Canva, Looka): These can range from free to around $50-$500 depending on the package and rights purchased.
Freelance Platforms (e.g., Upwork, Fiverr): You can find designers who might create logos for as low as $5 to $10, but for high-quality work from experienced designers, you might pay anywhere from $50 to $1,000 or more.
Local or Independent Freelance Designers: Typically, these might charge anywhere from $250 to $5,000, depending on their expertise and the complexity of the work.
Branding Agencies: These offer comprehensive branding solutions, not just logos. Engaging an agency can cost anywhere from $5,000 to $50,000 or more for large corporations.
Always remember that with logos, as with many things, you often get what you pay for. While a low-cost logo from a template or a quick design might serve short-term needs, investing in a quality custom logo can pay dividends in terms of brand recognition and credibility in the long run. Always review portfolios, check references, and communicate your needs clearly to ensure you get the best value for your investment.
We have custom logo packages at $3,000 and full branding packages that include the custom logo with foundational brand strategy at $12,000.
Here are a few custom logo projects with case study links we have done for our clients.
Abacus Business Solutions
Heritage Business Strategies
12 Notes Coaching
Emerging Futures
Visit our Instagram Highlight to see additional work.
Need a Custom Logo?
With over 20+ years of experience in creating custom logos, we value each business with respect in uniquely identifying what makes you stand out in the market.
Our track record makes us a capable fit in walking you through our first-class, creative, and strategic process.
We’ll uncover the areas that you might not have even thought of and that’s part of the surprise and delight our customers experience when engaging with us.
We invite you to come on over to our contact page, fill out our form, and schedule an appointment. We look forward to meeting you.
Nicole Andrew is a 20 year brand designer, Level-C certified brand strategist, educator, and co-owner of 28Lions, a branding & marketing agency that helps service-based entrepreneurs turn their expertise into powerful brands.