From look and feel to application, good design considers all angles. When developing a logo for your business, there’s a lot to be considered!

My dad makes shaker-styled furniture in his free time. This furniture focuses on using only what is “necessary” to create clean lined pieces. 

I often revisit memories of my dad and his furniture when describing my logo design philosophy — K.I.S.S.: Keep it Super Simple!

Just like Shaker style furniture only uses “necessary” pieces of wood, a logo design should only have “necessary” artwork in it.

It’s easy to get caught up in the small details of logo design, but I find that focusing on what’s most necessary allows you to convey your message clearly, and powerfully. In a logo design process, I’m often tweaking logo designs and deciding how we can use the most minimal number of lines to communicate the message.

If you’re designing a new logo or refreshing a current one, here are some key elements to consider:

Relevance to your target market

First and foremost, consider your logo through your customer’s perspective.

Knowing who you’re talking to and what type of design they’re likely to be drawn to will put you on a path toward creating a stand-out logo that feels relevant to their life, wants and dreams.


Making a logo timeless is key.

Anticipate wide use of the logo and future changes to your business.

In order to build brand awareness it is key to use the same logo for a long time. It takes a consumer approximately 7 times of seeing a logo or marketing to remember it. Make the design unforgettable.


Pictorial or symbolic logos should be designed to stick (in consumers’ memories, that is). Your logo should be interchangeable with your name — You want your customers to be able to match your name with your logo at first glance.

Creating memorability happens through continuous brand building and smart marketing — but it starts with a logo that’s unforgettable.


Your logo is only as good as your use of it, and unfortunately, application is the piece that often gets overlooked.

Here are some things to consider:

Scale: Will your logo translate to large-scale applications like signage and small-scale applications like business cards?

Color: Having a logo that looks as good in full color as it does in black and white is imperative for pragmatic use of your logo. It will also allow you to control cost by using black and white printing as opposed to color as needed.

In my experience, if the logo doesn’t work in black and white, it’s not going to work in color.

When I design a logo, I often begin in black and white. Effectiveness here is a tell-tale sign that a remarkable logo is in the making.

Clarity: It’s easy to get overwhelmed by the seemingly infinite number of fonts and colors that can be used! Use this as your beacon:

Clarity is queen.

Make sure your logo can be read immediately. And make sure it can be read from far away. 

Try this: Tape your logo on the wall and walk past it. If you can’t read it, it’s not going to be effective on a sign, a banner in a supermarket aisle, or on a t-shirt.

Design process matters.

Deciding on a logo to represent your business can feel like a big task, but with the right designer, it can be a fun and exciting process.

At Bauerhaus, before I start to design for a client, we send out a questionnaire to asking for goals, mission, values, design style, competitors, price point, demographics, etc.

We don’t just design a pretty picture or website – Instead, we’re strategically designing to attract your target market with a design that will appeal to them.

Need inspiration? Feel free to browse our logo design portfolio.

At Bauerhaus, logo design and brand development is rooted in strategy, research, and artistic vision. Each project is based on a six-phase process that begins with a dive into your business goals, your competition, and your target market.

The Baurhaus Brand Map, our signature customer journey development process, helps companies identify and understand their customer so they can implement effective branding and marketing strategies.

Interested in exploring your new logo and beyond? Schedule a discovery call with us!