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Creating your logo

Whether you are hiring a design agency, a freelance designer or end up doing it all by yourself, creating your logo is one of the most important steps of starting your own business. It is meant to represent your company, service, product and vision as well as bringing a positive impression on your future customers.

Before brainstorming, be sure you have the right guidelines in mind to help you focus on what your company message and image should be. Talk a look at our guidelines below.



Icon, wordmark or combination mark

Depending on the nature of your business, you should consider the format of your logo with extreme care. If you are a retailer or a manufacturer, you want your brand to be clearly identifiable on your products, regardless of the medium or material (plastic, fabric, etc…). In this case, you’ll want to be recognised by your icon, a simple image that will be printed/carved, recognisable at first glance and most importantly emblematic.

The best way to illustrate this using Spiralli’s logo is to separate the icon from the type font, like the following:



If for instance you run a fashion or clothing business, you clearly wish to be recognised with your company or brand name in a stylised way. You will then be able to capture your customers’ interest with a custom-shaped font conveying a specific impression.

Here is a quick example of such a logo:



But why be limited to just an image or type font, when you can ally both of them? If your business name is concise enough, you can indeed complement it with an icon to reflect your service or product and give it more meaning.

Take a look at our full logo below:



The “S” is complementing the spiral icon, and the colours of both the image and subtitle are matching and use the same style.


The typeface, or the eternal “Serif v Sans-serif” issue

Typography is more important than most people think, and shouldn’t be taken lightly. If you choose not to depend on an icon, the typeface should evoke your brand in the best way possible.

Thin and serif fonts would inspire elegance and refinement, a handwritten typeface would add character:



Whereas thick and sans-serif ones would suggest strength and modernity, and allow you to play with the shapes and curves while remaining fairly simple and make your brand stand out:


Choosing the right colours

Now it’s time to pick one or several colours to give life to your logo. Be careful, every colour has a special meaning and psychological effect. To help you differentiate the main ones, here is a guide describing each colour’s meaning:



Formality, authority, elegance, power, depth





Light, simplicity, cleanliness, positivity, purity





Happiness, leisure, cheerfulness, energy, nourishment





Creativity, endurance, tropics, stimulation, enthusiasm, comforting





Desire, strength, love, danger, passion





Mystery, wealth, luxury, nobility, wisdom, creativity





Intelligence, precision, trust, professional, tranquility, confidence





Stability, harmony, nature, growth, safety



Creating your logo is one of the trickiest parts of starting your new business due to the importance of first impressions in your target markets. Your logo is the embodiment of not only your company but you, the owner, as a person also. Because of this, the whole process can be time-consuming. It is however, absolutely crucial as part of your growing brand to put your best foot forward at the very beginning.

Ask yourself the right questions like “What solution am I providing?”, “To whom?”, and “How do I want them to feel when they see my brand?”. Taking a look at your competitors’ brands can also help, pointing you in the right direction, allowing you to be different or innovative in that market while helping you to avoid the same mistakes they made.

Post by Kevin Ufarte