Logos are a great way to showcase the very essence of your business, but many small businesses struggle to find the budget early on to outsource the design. A great logo can cost you anywhere from $5 to thousands of dollars depending on factors like design, research, customization and the graphic designer you choose.

Hence the recent explosion of platforms like Canva and Wix that give any business owner the power to let their creative juices flow when designing their own logo. These tools can cut down the added expense of hiring an outside designer, and for creative entrepreneurs it may be an exciting way to personally develop the “face” of their business.

So if you’re ready to dive into your own logo design, we’ve identified the top 5 things to consider to help you create a design you love.

1. Think it through before diving into design

I know you want to get to the fun stuff right away, but without a clearly defined idea of what your business is all about, things will quickly get off track. Building a solid foundation takes some research and planning.

The answers to these questions will help you determine your initial concept.

2. Now, let’s talk about design

Contrary to popular belief, it does not just take 5 minutes to design a good logo.

Most designers will spend days to weeks on a client’s logo design because creativity takes time. Most often the first draft is not your strongest option.

Great logos are simple and clearly showcase the business they represent without needing much explanation or backstory. They also avoid trends, because if you want your logo design to stand out, don’t design it like everyone else.

“If you want your logo design to stand out, don’t design it like everyone else.”

Start by compiling a folder of all the logos you like, as well as your competitors’ logos, and then have yourself a good ole brainstorming session.

Are you seeing anything in common with the logos you like? Perhaps they feel modern and sleek, or use hand drawn illustrations that convey an earthy, organic feel. Do they use bold or thinner fonts, do they incorporate imagery into the font? Now look for the elements that make sense for your brand.

Let’s stop for an example on the importance of imagery.

Joe’s company, Wolfpack Brewing, just released their new fabulous logo.

However, the owner quickly realized that all his advertising and merchandise was bringing in the wrong audience. People stopped by thinking he was a brewery, when in fact he sold the best cup of organic espresso coffee in town.

This shows just how important logo design can be to the success of your business.

Let’s try again.

Same company, very different logos.

Using images and text, the second logo clearly identifies what the business sells. It also incorporates an earth feel that highlights his primary selling point, organic espresso.

3. Pay close attention to color

Color carries a lot of weight. Whether intentional or not, color gives meaning to design and spurs emotions from your viewer.

Choose your color palette carefully. Does it represent your brand? Great. But does it also represent other prominent brands in today’s culture? For example, red and yellow can come off as “McDonalds,” or red and green can look too holiday-y.

Another good practice is to make sure your new full-color logo also presents clearly in black in white. Some colors don’t print well on certain backgrounds and a black and white version of your logo will need to be used.

4. Fonts for the win

A great designer has a secret love affair with fonts. They can make or break any design, and you have to use them carefully.

The general rule is to never use more than 2 or 3 fonts in a logo. Since you’re designing this logo in-house, I would recommend staying with 2 or less.

It’s important to note, so I’ll say it again: avoid the trends. If you find yourself matching the font in your logo to designs you see all over the internet then are you really going to stand out from the crowd?

5. Rome wasn’t built in a day, and your logo shouldn’t be either

You may end up with several versions of your logo and can’t decide on a finished product. If you end up with 3 or 4 designs you really like, rest on it for a day or so and then come back.

Once you’ve narrowed it down to 2 or 3, ask friends or family for input. They may see something you didn’t before.

Designing your own logo can be an exciting adventure, but a great logo design takes time and research. In the end you’ll either love it, change it, or hire a designer.

Either way, we hope you enjoy the process of designing your own logo!