Business Logo Design

A quality business logo is the first step in building a memorable business brand image.

Business Logos – Designing truly effective business logos

The aesthetics of business logos are important but probably not as important as designing an easily understood logo design. One of the mistakes that often occur in designing a logo for a young business is that the business owner doesn’t always understand the job of their logo and tend to have unrealistic expectations about what the logo will do to help the sell their products or services.

Here’s the thing you should keep in mind, the job of your business logo isn’t to sell your product or services that’s the job of your marketing and advertising and if you try and make those things the responsibility of your logo you’ll end up with a complicated logo that no one will take the time to understand.

Why do people remember business logos

Many memorable business logos like Apple or McDonalds and 100’s of other companies are unique and simple and easy to understand but this isn’t why people remember them. Simplicity certainly helps the memory process because simplistic business logos like these are easy to understand and understanding logos quickly is a key element in remembering them.

The fact that a logo is easy to associate with the name of the business also goes a long way in helping people to remember them. However the true reason that business logos like these, the business logos that everybody remembers, is because of repetition. These companies spend millions of dollars a year to get their logos in front of people and by the shear volume of impressions they make in the media on a daily basis we can’t help but remember who these companies are. It doesn’t matter where we see these logos either, we just have to see them a lot and regardless of what we think of these companies we have no choice in the matter, they will get stuck in our psyche.

How will your business logo be remembered?

Like me I suspect you can’t really afford to compete with IBM or Microsoft when it comes to getting your logo in front of the public but fortunately you don’t have to. But small business logos can be memorable logo designs regardless of how often people see them and regardless of the industry we are in. So how does a small business that doesn’t have a large budget compete with the big business… you don’t. Smaller companies have to approach it as though they are larger companies and use the the same techniques in a smaller scale:

  • Get your logo in front of your potential customers
  • Be original
  • Make your logo simple
  • Make it memorable
  • Don’t treat it as though it’s an advertisement

Attach your business logo to absolutely every piece of marketing material you create, this could be everything from your business card to the shirts your employees wear or even a magnetic sign on the side of your car.

Don’t try and draw inspiration from you competitors (this is a big one). You are trying to stand out so the last thing you want is a similar business logo design as the business’ you are going to compete against. Look outside your industry to find logo designs that you like. Pay attention to the colors, shapes and fonts and keep a note book of them for when you do hire a logo designer. Look at your own industry and identify logo designs that you don’t like and what in particular is it about them that you don’t like?

Eventually you will start to get an a mental image of what is you want your logo to be and what you don’t want it to be.

Keep your business logo design simple

Don’t complicate your logo by attaching slogans and phone numbers to it because any additional element with you just make your business logo harder to understand. This also means you shouldn’t crowd your business logo, give it breathing room. When you read a book or magazine or even look at framed art the all use margins and negative space to give the content value. Do the same for you logo and subconsciously people will give it more value.

Business logo redesigns

The biggest challenge in designing a logo for an existing business is putting a fresh spin on an old design without completely sacrificing the existing visual identity that the business is known by. I do this  by trying to maintain at least one element from the old design, a shape or color and then adding a new design elements that enhances that aspect of the design.

How effective is your Business Logo

When the company that designs your logo provides a proof of your business logo design, take a step back and think about it, literally…take ten steps back from your monitor and see how it reads. This will give you a somewhat accurate indication of the effectiveness of how your business logo will work in the real world and how it will translate into an effective business sign. Now imagine somebody viewing your logo for the first time and ask yourself these questions:

  1. Can your logo be read easily?
  2. Can it be understood in 2-3 seconds?
  3. Is your business logo memorable?
  4. Does it stand out from the other business logos in my market?

If the answer to any of these questions is no, then this business logo design is likely going to fail you in some way.

The right choice to design your business logo.

I kind of know what I’m talking about when it comes to designing business logos and the reason why isn’t just that I’ve been a designer for 25 years its that I spent a large chunk of that time as an electrical sign designer. Being a good logo designer is much like being a good sign designer because it draws on many of the same design tools I developed as a sign designer. Like signs…

  • Logos have to be understood quickly.
  • Logos have to work in multiple formats.
  • Logos are deeply influenced by their surroundings.
  • Logos work through repetition.
  • Logos are a long term investment in your success.

Just like signs a logo is a tool that will influence your success for years to come and shouldn’t be taken lightly. A logo is also kind of like the suit you’d where to a sales meeting and the last thing you want to do is look like you bought it off the rack at Walmart.

dad-lucy-aidan-1024x390ImageCo is the online portfolio of Tim Garner; I’ve been a commercial artist for over 25 years and I help businesses and individuals throughout the US and Canada sell their products, their services, and their ideas. I was born in the Southwest, raised in the Midwest, lived in the South for a bit and now call the Northwest home. I’m a fine artist by training, a graphic designer by choice and I’ve designed everything from billboards to business cards. In my spare time I feed a passion for photography, art and writing. Check out my other creative work at

Accolades for ImageCo

Cool Springz Trampoline Park

Tim, I had a marketing person come in last week, someone who has many years of experience, who told me my logo is awesome (I agree). It's vibrant, happy, bold and fun. (I agree) You are very talented and thank you for sharing your talent with me. My best wishes to you as this year wraps up and we head into a new one!

Tamara Portnoy
Cool Springz Trampoline Park
Albuquerque, New Mexico

Veda Communications - Logo Design

The best thing about working with Tim is that he immediately grasps all the subtleties of a logo design – the feeling, the client image, the color, the shape, the ease of use in different print or web conditions – and then he easily and quickly translates that into an outstanding piece of art that works on many levels. He gets it, and that makes working with him a pleasure.

Mike Neer/Owner
Veda Communications Co.
Fresno, California

FSAok - Logo Design

We had been working with another logo design firm, but after two frustrating weeks we gave up on them and decided to look elsewhere. With a rapidly approaching deadline we hired Tim. He made our project a priority and managed to create a logo design that our team liked in just a few days. Tim was great! With some - slight - modifications to his original logo design we were ready to go. His logo design was fantastic and it captured the 'personality' of our product on his first try. We would definitely hire Tim again!

Fred Hawkins/CEO
Villanova, Pennsylvania

800PhoneUSA - Logo and Web Design

Tim created the perfect logo design for us and I feel fortunate that we found him. Not only is he an honest, ethical and a straight-arrow businessman, he was a total pleasure to work with. We worked with some other logo designers on this but didn't like any of the logo designs they came up with. We ended up going with Tim's very first presentation and couldn't be happier. We liked his work on the logo design so much that we also had him do our website! We love that too.

Chris Heidkamp/Owner
Phoenix, Arizona

OEMpanels - Web Design

I originally stumbled upon ImageCo's website by mistyping the address of the design firm we were presently working with. I immediately liked what I saw and asked ImageCo to review our new website. His comments reflected my thoughts exactly so I hired him and never looked back. Tim's keen design sense and insight into effective web design sets him apart from most designers. Over the years I've relied on Tim for all of our graphics needs, including web design and user interface design. Tim's design work has not only helped our company look more professional but it's also helped us to attract the "right" customers to our website. Thanks Tim!

Bob Lambert/President
Newport News Virginia

Columbus Advertising

The first time I worked with Tim, I was looking for someone to design a client's site. As head of a small advertising agency, I had a client with strong ideas of what they wanted. Tim did an exceptional job of interpreting their needs and created a site that is pleasing to visit and highly functional. I have worked with Tim on subsequent projects, primarily because he possesses a great sense of which concepts will work and the tact to explain why others won't.

Peter Columbus/President
Columbus Advertising
Torrance, California

eCareerCenter - Web Design, Content Development

ImageCo was just what I needed when I started my internet business, eCareerCenter. I was not really sure of how I wanted to present my new company and Tim really helped me focus my thoughts into short and long term goals. I had a certain style I was trying to portray and ImageCo really helped create it for me in a way that was different than what was already out there. As I look back on my first website launch, I am thrilled at how it turned out. I remember one part of the design process, I was trying to find pictures for my "Tour" section. Tim mentioned he had just what I needed. I am a bit of a control freak and was not sure how they were going to look. When I saw which ones were selected and how he designed the section, I knew I selected the right designer for my project.

Jeff Fleming/Managing Director
Scottsdale Arizona

Arctic Skye Family Practice

When I opened my new medical practice, I wanted a logo design to reflect not only my clinic's name, but also our Alaskan location. Tim took the time to learn what my clinic was like and what I wanted in a logo design. My new logo design reflects his skill and the time he took to understand what I needed. I enjoyed working with Tim in the design process, and hope to work with him again in the future.

Rebecca White M.D.
Arctic Skye Family Practice
MatSu Valley Alaska

Duke University - Logo Design

Tim has been a real pleasure to work with on the logo design for my TechXcite program. He provided several initial logo designs that my team and I considered. Then, through a series of iterations we arrived at the final logo design, which we are very happy with.

Tim was not only patient with this process, but he provided positive energy that kept the process productive. I would absolutely recommend him enthusiastically."

Gary Ybarra
Duke University
Department of Electrical and Computer Engineering
Professor of the Practice and Director of Undergraduate Studies
Raleigh, NC

BodyQuest Pilates - Logo Design

"Tim at ImageCo was fantastic to work with!
His creative logo design has given me the flexibility to market my business in various capacities. I would certainly consult with Tim on future projects."

Mirea Pineda/Owner
BodyQuest Pilates
Phoenix, Arizona

Digital Eye Research - Logo Design

I looked at many different logo design firms before choosing ImageCo and ImageCo is by far the best. Tim at ImageCo helped us create a clean, cool, hip image for our company. He nailed it dead on! After working with Tim I would recommend his company to anyone looking for great design work at a great price. ImageCo understands branding in today’s competitive marketplace and we at Digital Eye Research will use ImageCo for all of our future branding needs.

Tony Galeassi/President
Digital Eye Research
Ft. Lauderdale, Florida

Shades Unlimited - Logo and Web Design

We came to Tim Garner to help guide us through the process of creating a new logo and website for our custom window treatment company. We couldn't have been happier with our experience. The result is a design and writing that possess clarity, simplicity, and beauty. Tim's assets are many, but his work embodies a rare combination of technical ability and artistic sensibility.

Sal Deluca
Shades Unlimited
Wapwallopen, Pennsylvania