Three Parts of a Good Small Business Logo Design

Your small business brand is made up of three branding elements:

1. The written brand
2. The spoken brand
3. The visual brand

As you can see a brand is so much more than a single logo design. The visual portion of the brand is the most well known and is made up of the brand logo design and support marketing materials such as business cards, letterhead, brochures, email newsletters, websites, blogs, and more!

The key to and starting point for all of your marketing materials design is the brand logo. A small business brand logo is made up of three different parts:

The Graphic
The graphic element of a logo can be an icon, an illustration, a texture, a pattern, or even a well designed line. It typically can be used both as a part of the entire brand logo and on its own. The graphic element for your brand logo should have a reason for being included and it should hold meaning and purpose in the communication of your brand logo.

The Typeface
The typeface is the style of type or font used to typeset the name of the business and the tagline for the logo. The typefaces are usually complimentary and are limited to two different typefaces. The typefaces, whether you are using a serif font, a sans serif font, a script font, a display font, or a handwritten font, should also have a reason and meaning associated with its use and your brand message.

The Color Palette
The color palette should be chosen based on the emotions you want your brand to evoke in your audience and the story that your brand tells. “I used blue because I like it,” isn’t good enough. The colors palette, when chosen correctly will help reinforce and enhance your brand communications.

Each of these three parts of a successful small business logo, the graphic, the typeface, and the color palette, are designed to work together to represent your unique point of differentiation and brand personality. Together these three components communicate your overall brand message to your ideal client clearly and simply.