How to design a logo that actually works (free tool + the rules designers use)

Most new businesses need a logo before they can justify paying for one. That is fine — a clear, simple logo you made yourself beats a complicated one you paid too much for. Here are the rules professional designers actually follow, and a free tool that applies them.

What makes a logo work?

Simplicity. The logos you remember — a swoosh, an apple, four coloured squares — are one shape. Resist adding a second idea.

Legibility at small sizes. Your logo will spend most of its life as a 32-pixel favicon, a WhatsApp profile picture and a tiny mark on an invoice. If the name is not readable at that size, shorten it, enlarge it or drop the tagline.

One typeface. Pick one font that matches the personality of the business — a geometric sans for tech and clinics, a serif for law and finance, a script only if you are a wedding planner — and set the name in it at a single weight.

Works in one colour. Design in black first, add colour last. If it only works in gradient, it does not work.

Space around it. Leave clear space equal to the height of a letter on all sides, and never squash it to fit.

Which layout should I choose?

A wordmark (name only) is right for most service businesses — easy to read, easy to trademark. Icon beside name suits clinics and shops that need a recognisable symbol for signage. Icon above name works for square placements. A badge suits cafés, barbers and products. A monogram (one initial in a tile) gives you an instant app icon and favicon. Our logo maker has all five as one-click layouts.

What colours should I use?

Choose a dark for the name, one accent, and a background. Test the accent on white and on your dark — it should be readable on both. For healthcare, blues and greens read as clean and calm; for trades, strong single colours; for premium services, restraint. Avoid the exact colours of a large competitor.

Which files do I need?

The master SVG; a transparent PNG at 2× for documents and social; a square icon version for profile pictures and favicons; and a white version for dark backgrounds. Keep them in one folder with the font name and hex colours written down — that is your first brand guideline.

What are the common mistakes?

A tagline that cannot be read at small sizes. Three fonts. Clip-art that fifty other businesses use. Thin lines that disappear when printed. Text on a photo. A logo that is a different shape in every place it appears. And starting with "what colour do I like" rather than "what should this say".

When should I get it designed professionally?

When the business is proven and the logo has to carry signage, packaging, uniforms and a full website; when you want a unique mark you can protect; or when your first logo is holding back how people perceive you. If you have used our free tool, you already know what you like — a designer can start from there, and so can we.