A good logo is not an illustration. It is a simple sign that people recognise in a second, even very small on a phone screen. The strongest logos often come down to one shape and one or two colours. The more detail there is, the less legible the logo becomes when shrunk.
Before starting, ask yourself three questions. Who are your customers? What impression do you want to leave: serious, warm, upmarket, approachable? And where will your logo be seen most: on a website, a shop front, a vehicle, packaging? The answers guide the style far more than your personal taste.
The most common trap is trying to say everything in the logo: the trade, the town, the values, the products. A logo does not tell your story, it signs it. Another frequent mistake: choosing a trendy font that will look dated in two years, or colours that disappear once printed in black and white.
Think about formats too. You need a version for light backgrounds, one for dark backgrounds, a square version for social media and a vector file (SVG) for the printer. Without this file, enlarging your logo for a sign will give a blurry result.
Finally, if you plan to register your trade mark, carry out a prior rights search before filing, with your country's intellectual property office or the European office. A logo close to an already protected trade mark could force you to change everything. After full payment, we assign you the usage rights to the delivered logo, in accordance with our terms and conditions.