Logo Design 101: Key Considerations for Colors and Typography
Graphic designer and illustrator Kaira Cooper offers guidance on creating an effective logo.
It takes only 10 seconds for people to form their first impression of a brand’s logo. This highlights the importance of having a logo that is not only attention-grabbing but is also able to communicate what the brand intends to convey about its identity.
This is why many business owners find designing their logos quite a challenge. Not only are there many options in terms of color and typography, but it can also be very difficult to capture what a brand is all about in a single image.
To gain valuable insights on designing a logo for one’s business, The Business Manual spoke to illustration and graphic designer Kaira Cooper, who has designed logos for flower shops, an indie game developer, and a local government unit (LGU). She is a graduate of the University of Santo Tomas with Bachelor of Fine Arts degree, Major in Advertising.
What Defines a Well-Designed Logo
For Cooper, a well-designed logo is “one that feels smart, intentional, and effortless.”
“It’s the kind of design that makes you think, ‘Wow, that’s clever,’ but also feels natural and easy to understand,” she explains.
Business owners should keep in mind that every aspect of a logo—whether it’s a line, curve, color, or font—must have a purpose. A well-made logo must be able to tell a story through form and symbolism. It’s also important to keep in mind that a logo must be visually balanced and easy to recognize.
The most important thing is that the logo is able to communicate brand identity.
“It tells the viewer who the brand is, what it stands for, and how it wants to be perceived,” says Cooper. “Whether it’s bold and energetic, calm and trustworthy, or artistic and elegant, it visually delivers that message in seconds.”
Cooper also points out that a well-made logo should be:
- Versatile (works in color and black & white)
- Scalable (looks great big or small)
- Memorable (sticks in your mind)
- Timeless (doesn’t rely too heavily on fleeting trends)
“Think of logos like Apple, Nike, or McDonald’s,” she points out. “They’re simple, iconic, and deeply connected to their brand’s story. That’s what I strive for in every project: a logo that feels both effortless and intentional.”
Tips on Color
According to Cooper, one of the most crucial elements in a logo is the color. Color has the power to communicate mood, emotion, and identity even before a single word is read.
“That’s why choosing the right color palette isn’t just about picking a favorite shade—it’s a strategic decision that should align with your brand values and messaging,” Cooper explains.
For business owners struggling to figure out the right color, she recommends exploring color psychology. For the graphic designer, each color tends to carry emotional and cultural associations. Red, for example, symbolizes energy, passion, and excitement, and yellow symbolizes optimism and creativity.
Blue, on the other hand, conveys trust, reliability, and calm, while green is associated with growth, wellness, and nature. When deciding on the color, take into consideration what the audience should feel when they see the logo.
“That emotional connection is what builds brand loyalty,” Cooper notes. She cautions, however, on striking a balance between personal taste and brand relevance.
She explains, “For instance, using a favorite color might feel natural, but ask yourself, does this color make sense for your industry, audience, and message?”
Cooper recommends maintaining color harmony, which means that the colors chosen should work well together instead of clashing or overwhelming the audience. According to the graphic designer, “A harmonious logo feels pleasing to the eye and more professional.”
Lastly, do not forget to test colors across different backgrounds and mediums—digital, print, black and white—to ensure versatility and legibility.
“A logo should look great no matter where it appears,” she points out.
Tips on Typography
Aside from color, typography is another crucial element when it comes to logo design.
“With so many typefaces available—from serif to sans-serif, script to display—it can be overwhelming to choose,” Cooper admits. “But the key is to match the font with the tone and personality of your brand.”
Each typeface has its distinct characteristics. Some are rounded. Others are geometric. Understanding this will help narrow down the list of choices. Testing fonts at different sizes will also help narrow down the choices as a logo needs to be readable on a tiny mobile screen as well as on large signage.
“Also, don’t be afraid to customize your type. Tweaking a letter or adjusting spacing can give your logo a unique, branded feel without reinventing the wheel,” Cooper recommends. “Typography, when chosen well, becomes a subtle but powerful expression of your brand’s voice.”
Cooper offers the following additional insights when it comes to fonts:
Serif Fonts
According to Cooper, serif fonts such as Times New Roman or Garamond “often convey tradition, elegance, and timelessness.”
“They’re great for luxury brands or institutions with a rich history,” she suggests.
Sans-Serif Fonts
Sans-serif fonts, on the other hand, feel modern, clean, and approachable for Cooper. Examples of sans-serif fonts include Helvetica or Futura.
“These are often used in tech, startups, and minimalist brands,” the graphic designer notes.
Script Fonts
Lastly, there are script fonts, which offer a handcrafted, personal, or creative vibe. However, Cooper advises that script fonts “must be used carefully to maintain legibility.”
Is Less Really More When Designing Logos?
With all the different colors and typefaces to choose from, it becomes very easy to end with a mishmash of multiple elements. But when it comes to a well-made, effective logo, less is always more.
“While it’s tempting to include as much detail and symbolism as possible, the most effective logos are often the simplest ones,” Cooper points out. “A logo doesn’t need to tell the entire story of a brand; rather, it should distill the essence of that story into a clean, memorable visual form.”
For the graphic designer, the following are the reasons why simplicity still works best when it comes to logo design:
It Enhances Recall
“The brain can process and remember simple shapes more easily than complex ones,” Cooper explains. “If someone can sketch your logo from memory after seeing it just once, that’s a huge win and a sign of strong brand recall.”
It Scales Beautifully
“A detailed or intricate logo might look great on a large banner or website header, but can become unreadable when shrunk down to fit a business card, social media profile, or app icon,” she points out. “Simple logos retain their clarity and impact at any size.”
It Creates Stronger Associations
According to Cooper, “With fewer elements, each component of the logo carries more weight. This helps build clearer, stronger mental connections between the logo and your brand identity.
It Stands the Test of Time
“Design trends evolve quickly, but minimalism remains timeless,” Cooper says. “A simple, well-crafted logo is far less likely to look outdated in five or ten years, making it a smart long-term investment.”
Ultimately, Logos Should Leave a Lasting Impression
At the end of the day, business owners should aim to have a logo that will stick in people’s minds even after much time has passed. This can be easier said than done, but Cooper offers valuable tips that can make the logo journey easier.
First, don’t rush the process. Cooper points out that a logo is “a long-term investment in your brand identity.”
“It’s worth taking the time to explore, test, and refine your ideas,” she adds. “Allow space for creative thinking and research so the final result feels meaningful and lasting.”
Second, it’s crucial for business owners to know and understand the audience. “While your logo should resonate with you, it’s more important that it resonates with your customers,” she explains. “Ask yourself: what will they feel when they see this? Does it appeal to their values, lifestyle, or aspirations?”
Cooper also advises to think long-term, explaining that “A trendy logo might look fresh now, but may feel outdated in just a few years. Aim for timeless design that can evolve with your brand without needing constant overhauls.”
Aside from this, she recommends that business owners create a flexible identity. Noting that a complete logo system usually includes a primary logo, a simplified version (like a monogram or icon), and variations for different formats, Cooper says that this gives a brand adaptability across digital platforms, merchandise, packaging, and more, while still staying consistent.
Lastly, she advises to work with professionals or at least take feedback from other people seriously.
“A second pair of eyes can help you see things you might have missed. Collaborating with a designer ensures you get a polished result that aligns with your business goals,” she explains. “And if you’re working solo, ask for honest feedback from peers or your target audience.”
Cooper points out that, ultimately, designing a logo is a blend of art and strategy.
“It’s not just about making something that looks good—it’s about crafting a symbol that captures your brand’s personality, communicates your values, and leaves a lasting impression,” she says in conclusion.
