Small business basics

How to produce a modern business logo for better branding

Improve your brand recognition by creating a compelling business logo. Discover key elements, tips, and tools for effective logo design.

27 April, 2023 · 5 min read
How to produce a modern business logo for better branding

A powerful logo can be the make-or-break factor in whether customers feel drawn to a company or remain indifferent. Companies with powerful logos can build strong brand recognition and loyalty. In fact, logos remain the top factor (75%) that helps consumers recognize and identify a brand. 

That’s why businesses of all sizes must understand what makes a good logo and how to create one that showcases their unique qualities. With that in mind, we've put together this guide to help modern businesses create good logos that will stand the test of time.

The importance of a great logo for modern businesses

In today's fast-paced world, businesses constantly strive to stay ahead of the competition. Developing a strong brand identity has become essential for modern businesses that want to differentiate themselves and leave a lasting impression on their target audience. A good logo design is an integral aspect of an effective brand identity, as it serves as the brand's visual representation.

A good logo is not just a design element, but a strategic decision that can influence the success of a business. A powerful logo can help businesses establish a strong brand identity, build credibility, and create an emotional connection with their customers. The logo is the foundation of a brand's visual identity. It is used across all marketing channels, from business cards to websites, to create a cohesive and memorable brand experience for clients.

With the rise of social media and other online marketing channels, the importance of having a distinct logo has only increased. In a crowded digital marketplace, businesses need a unique and recognizable logo that stands out. A well-designed logo can help companies to attract and retain customers, increase brand recognition, and ultimately drive sales. As consumers are bombarded with information from a variety of sources, a strong, memorable logo can help businesses cut through the clutter and make a lasting impression.

Defining what makes a good logo: exploring the essential design elements

A logo is a powerful symbol that represents a brand, its mission statement, and its values. However, not all modern logos are created equal. A good logo is a combination of several elements that work together to create a compelling and memorable design. Therefore, before designing a logo, it is essential to understand what makes a good logo and why it matters.


Simple logos are easy to recognize and remember. It also makes it easier to incorporate into various marketing materials, such as business cards or flyers. However, simplicity does not mean boring. An excellent logo should be unique, visually appealing, and memorable.


A logo should align with the brand's values and mission. It should also communicate the message that a brand wants to convey. For example, if a brand is focused on sustainability, its logo should reflect this by using earthy colors or a tree symbol.


Your logo should look great and be readable in different sizes, from small on a business card to large on a billboard. A scalable logo is essential because it ensures consistency across various platforms, thus strengthening brand recognition. Additionally, a well-designed logo should be easily recognizable even when distorted, inverted, or presented in monochrome.

Modern logo design trends: examples and inspiration

The trends in modern logo design continue to evolve. In recent years, most designers have prioritized flat design, smart use of negative space, bold typography, and unique color palettes. Modern logo designs typically incorporate geometric shapes and recognizable symbols as well. Logos have also become more versatile, designed to work across different mediums, including websites, mobile applications, and social media platforms.

Designing a modern logo requires creativity, attention to detail, and awareness of best practices. It is essential to research and gain inspiration from other memorable logos, keep the design simple, and stay away from trends and gimmicks that risk dating the logo in the future. With the right partner, you can create a memorable and effective logo that aligns with your brand, sets you apart from the competition, and accurately represents your brand to your customers.

Modern logo design tips: best practices for effective branding

Designing a modern logo can be a complicated process, but it is essential for effective branding. A well-designed logo should represent your brand's identity, values, and products/services. Therefore, you need to ensure that the designer understands your brand and its unique qualities before starting the design process.

When designing a modern logo, it's important to consider its simplicity and versatility. A good logo must be recognizable and easily identifiable, even after resizing or modification. Simplicity ensures that your logo is easy to remember and more effective in conveying your message. Moreover, overcomplicating your logo can lead to confusion and lack of clarity.

Color plays a vital role in modern logo design. The choice of color should be strategic and consistent with your brand's message and identity. Color can elicit emotions and create associations in the minds of consumers, so it's important to choose the right color scheme for your logo.

Typography is also a crucial factor to consider when designing a modern logo. While having custom or creative typography might be appealing, it may not be the best choice for readability, especially for smaller sizes or different applications. Ensure that the typography used in your logo is legible, bold, and recognizable even from a distance. 

Ultimately, a well-designed modern logo must be simple yet memorable, versatile, color-savvy, and typographically bold.

Working with a designer: finding the right professional for your business

When it comes to creating a modern logo for your brand, working with a designer can offer a wealth of benefits. A professional logo artist can bring expertise to the table, helping you create a logo that effectively communicates your brand personality and values. They can also take care of the technical aspects of logo design, such as choosing the right font and color scheme and ensuring that your logo is in the right format and size for all your branding needs.

Finding the right logo designer for your business is key to achieving success with your logo. Be sure to look for someone with a strong work portfolio and relevant industry experience. It's also important to consider their communication skills and availability; you'll want to work with someone who can effectively communicate with you throughout the design process and meet your timeline and budget.

When working with a designer to create your logo, ensure they truly understand your values, mission, and target audience. A good designer will ask you the right questions to gain a deep understanding of your business and then use this knowledge to create a logo that resonates with your target audience. Remember, your logo is often the first impression potential customers have of your business, so it's important to accurately reflect who you are and what you stand for.

Moreover, it's important to be open to feedback and adjustments throughout the design process. While your designer is the expert, you know your business best, and it's important to speak up if there's something that doesn't quite feel right with the logo design. By working together, you can create a modern logo that effectively communicates your brand's message and helps you stand out in today's competitive marketplace.

Final thoughts: putting your modern logo to work

Having designed your modern logo, the next crucial step is to put it to work for your brand. The logo is the cornerstone of your visual identity, and you must ensure that it's consistently applied across all touchpoints. This consistency builds brand recognition and trust, making it easier for customers to identify with your brand.

Digital channels

One way to put your modern logo to work is by displaying it prominently on your website, social media pages, and other digital channels. The logo should be high-resolution and appear crisp on all devices. This way, it's easy for customers to recognize your brand, even when browsing from their mobile devices.

Marketing collateral

Another way to leverage your modern logo is to incorporate it into all marketing collateral, including business cards, brochures, and flyers. When these materials contain your logo, they lend credibility and familiarity to your brand. It's also essential to have a consistent color palette and typography across all materials to maintain the harmony and coherence of your visual elements. So if you want your logo to be easily recognized, use the same color palette and fonts.

Promotional items

Finally, you can create promotional items such as branded pens, hats, and T-shirts featuring your modern logo. This way, your logo travels with your customers and promotes your brand organically. These items are especially useful for brand awareness campaigns and trade shows. Overall, putting your modern logo to work requires a strategic approach that aligns with your overall branding goals.

Maintain a cohesive brand with B12

Looking to build or improve your business’s branding process? Then, consider B12! It's the all-in-one platform that ensures your website, marketing emails, contracts, and forms all reflect your branding and include your logo. We also enable you to set up seamless online workflows that nurture clients and leads. Our expert team of designers is available if you need help making your brand vision come to life. Get started for free.

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