Logo Design

There is far more that goes into a logo than what meets the eye. Logo design needs more than just the simple basics to be optimal. There are three things that a log can be summarized:

  1. Icon
  2. Font
  3. Color

1. Choosing a Graphic that Suits the Brand

When choosing the graphic that will represent your logo, you want to be sure to avoid any generic graphics. The goal is to stand out from your competition. Stock photography and icons, if used creatively, can be a good starting point.

Another important note to keep in mind when designing your logo is to ensure the overall design’s tone matches what the brand stands for.

Scalability is an essential factor that must be considered when designing a logo. You want your logo to look perfect in all different sizes. Make sure you create your logo as a vector image so it does not lose any detail or become pixelated when it is scaled.

Finally, be sure you are not copying or mimicking your competitor’s logos. The goal is to stand out from your competition.

2. Prioritizing Clarity in Your Font

Determining which font to use in your logo may be one of the most essential choices you will have to make. Fonts should help improve the usability and uniqueness of your logo. Here are three keys to look for when choosing a font:

  1. Legibility and Readability
    • Legibility refers to how easy it is to comprehend the letters and words within the logo. Readability refers to all the text as a whole and if it is easy to read together.
  2. Psychology of Font Choice
    • Specific characteristics are associated with types of fonts. For example, serif fonts are seen to be traditional, whereas sans serif fonts are viewed as creative. You want the tone of your fonts to reflect the tone of your brand.
  3. Branding Potential
    • Every piece of your brand needs to work seamlessly together. When choosing a font for your logo, remember that you should also use that font throughout your brand identity.

3. Selecting a Memorable Color

Colors help your brand recognition and make it memorable. Some keys to choosing a strong color for your logo include:

  1. Understanding the psychology of color
  2. Do not use too many colors
  3. Choose a signature color to incorporate across all branding

Read more about Building a Logo at entrepreneur.com

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Tom Foerstel : Founder & President

Tom Foerstel

Founder & President

Growing up in the San Francisco Bay Area in the 60’s, Tom developed a strong desire to create positive change for people and planet.


He went on to pursue his passion for art and design at Art Center College of Design in Pasadena, California, and worked for design firms in Southern California before moving to Boise, Idaho in the early 80’s. Foerstel Design opened its doors in 1985. Since its inception, the firm has cultivated a bold, happy, forward-looking team focussed on creating distinct and effective work on behalf of their clients.


An integral part of Tom’s philosophy is giving back to the community in which he lives — a company cornerstone that drives Foerstel’s long history of providing pro-bono services to local non-profit humanitarian and arts programs.


One of Tom’s proudest personal achievements is his ability to say Supercalifragilisticexpyalidocious backwards.