Logo design: 3 options (do it yourself > have it done)

Introduction

Do you want to create a logo for your company, association or for yourself? There are several ways you can go about designing your own logo. You can get started yourself with free tools, or you can hire a professional advertising agency. Also, there are platforms that put you in touch with designers all over the world.

In this blog you will read all the options for creating your own logo or you can update your old logo.

Option 1: Create your own logo for free

1.1. Use a free editor for a logo design

Professional designers use programs like Photoshop to create a design. However, there are also free alternatives that allow you to create your own logo. The advantage of editors is that you have a lot of freedom and options for designing your own logo. The disadvantage is that you do have to put in some time yourself.

You can design a free logo with these free Photoshop alternatives:

GIMP

• In this editing program you can work with layers just like in Photoshop. This offers the possibility to process images or parts of images on top of each other and separately from each other. This is very useful for creating your own design. The disadvantage of GIMP is that the interface is not very intuitive. So you should count on spending some time getting to know this tool well.

Download GIMP

Paint.net (Windows only)

• Paint.net is a true classic. Originally developed as an alternative to Microsoft Paint, this program is now a good basic editor. Paint.net is an easy tool that gets you started quickly. On the other hand, Paint.net's capabilities are relatively limited and this program works only on Windows computers.

Download Paint.net

PhotoScape X

• This free editor offers you many features and is relatively easy for beginners. With all the features, you might get stuck at some point because you can't see the forest for the trees. Also, PhotoScape X can get slow if you work with large files, but you probably won't notice.

Download PhotoScape X

1.2. Free images, stock photos and icons

Having a free editor to create your own logo is nice, of course, but you also need to get images from somewhere. On the following websites you will find many free images and icons that you can use for your own design:

Free images/stock photos

• Pexels
• Pixabay
• Freepik (attribution is required)
• Freeimages

Free icons:

• Iconfinder
• Iconstore

1.3. Logo design with free online logo makers

Designing your own logo with one of the above editors is going to take some of your own time. Don't feel like doing this or are you way too busy for this? Fortunately, there are online logo creators that will help you create your own design quickly and free of charge.

Unfortunately, however, many of these logo generators are not free. You usually only find that out after spending half an hour trying to perfect your new logo. To avoid that time and frustration for you, we tried many of these "free" online tools ourselves.

With the following online logo generators, you can really create your own design for free and quickly:

Namecheap

• Namecheap offers on its website a logo creator that allows you to create your own design within a few steps. First you enter your own (company) name and industry. Then you can choose from a few fonts. Then you choose the color for your logo and possibly a slogan. Finally, you select 3 icons that match your intended logo.
• With all this information, Namecheap creates more than 100 different logos that you can download immediately. You don't have to create an account to do this, and you also receive your logo in large format. You do have to resist the upsales Namecheap is trying to sell you.

Create your own logo with Namecheap

Hatchful

• Hatchful also lets you quickly create your own design. This tool helps you by first letting you select your industry. Then you choose a visual style for your logo. Then you fill in the company name and a slogan, if you like. In the last step, you choose where you will place the logo, such as on your website, social media, business cards and/or on large surfaces.
• Hatchful then generates hundreds of logos. Downloading a logo does require you to create an account.

Create your own logo with Hatchful

Logomakr

• Logomakr is a kind of online editor that allows you to design your own logo. This logo creator lets you choose from more than 1 million graphics. You can then embellish these with text and all kinds of shapes, among other things. The interface is simple and in no time you will have created a nice logo. You can then download it for free. However, there is a catch here, because you can only download your logo in low quality. For your website, this will probably be sufficient. However, if you want to use your design on a larger surface, you need a higher quality.

Create your own logo with Logomakr

The great advantage of the above tools is that you will have created a nice, free logo within 15 minutes. One disadvantage is that you will never create a particularly original and unique design. If you don't mind, then of course it's no problem. Would you like to have a logo temporarily and modify it later? Then these free online logo makers are also a solution. They are also useful for getting inspiration or discovering what you like.

As we wrote, we tried many logo generators ourselves. Most of them turned out not to be free if we wanted to download the design. To save you that time, we've listed these non-free logo makers below (we didn't link to the websites, because they don't deserve it):

• https://www.freelogoservices.com/
• https://www.graphicsprings.com/logo-maker
• https://placeit.net/logo-maker
• https://logomaster.ai/
• https://www.designevo.com/logo-maker/

Option 3: Having a logo designed

Don't you want to order a logo on our website? That's totally fine! Would you like to have a unique logo designed by a professional, have your own influence on the design process and are willing to pay for it? Then hiring a professional designer is the best choice for you:

3.1. Have logo design through 99designs

99designs is a platform where you can place an order. You tell what you want to be designed and provide some instructions. Then you can choose whether you want to be paired with a designer or you can start a contest. In a contest, designers around the world can design a logo for you and you choose the winner.

• For a contest, you decide the price and thus the cost. However, you have to transfer this amount to 99designs in advance. The amount will be transferred when you have chosen a winner and approved to transfer the amount to the winning designer.
• One advantage of 99designs is that it is cheaper than having your logo designed by an advertising agency. Also, with a contest you can choose from many different designs so you have a wide choice.
• In a contest on 99designs, however, many designers do make easy work of it. They quickly cobble together a logo that they've already created once before or something similar. So you run the risk that your logo is not (very) original. Also, a designer from 99designs will not think very well with you or give you valuable advice.

Get your logo designed on 99designs

3.2. Have logo created by professional designer or advertising agency

Finally, you can have your logo designed by a designer or advertising agency. A good designer will create a professional logo with the look and feel that suits your business. Also, a skilled designer will give you advice and explain what things to think about. In this way, you can have a unique logo created that completely suits your business.

However, this comes with a (hefty) price tag, making this option the most expensive of all. Another risk is that a professional designer or experienced advertising agency does not necessarily design good logos. If you want to choose this option, we advise you to take a good look at the existing portfolio. It is also valuable to meet with several designers and choose the best one for you.

Update logo

A strong logo has a big impact on a company. Some companies have strong logo designs right the first time and hardly need to make any major changes, such as Shell and Nike. But a logo needs to be updated more often than not, such as to keep up with shifts and changes in your business or design world. This is especially true for companies with a long history. The logo designed in 1974 probably won't appeal in 2023. But there are more reasons to dust off current logo and give it a major refresh.

Before tackling the logo, the first thing to consider is whether it's really necessary. With the answers to the 5 questions below, you will understand whether you should stick with what you have or take the risk and try something new.

Important questions for considering a logo redesign

1. Has your business expanded or changed?

If you've recently added a whole range of new products, expanded your headquarters or merged with another company, these are reasons for a logo redesign. The current logo then no longer accurately reflects what once was your company.

2. Do you have new competition?

You were at the top of your game, were the best in your industry, and suddenly you've got serious competition. That's not a pleasant feeling, but the best thing you can do is straighten your back and fight for your position. A new logo design or an update to the current logo shows your existing customers that you are up-to-date and moving with the times. Plus, it shows potential clients that you are worthy of consideration.

3. Are you addressing a new audience?

You've built a great and loyal customer base over the past few years, but now you're ready to appeal to younger consumers. A logo redesign may be just what the branding doctor ordered. Play it right and your new logo will help you connect with a new audience and still retain your customer base.

4. Have your brand's values or mission changed?

Most businesses change over the years. As your business grows, it may naturally evolve. If you discover that your company's personality is different from when you started, your logo should reflect these changes. In other words, the current logo is then not (anymore) the correct reflection of your identity.

5. Is your logo out of date?

It's a simple and obvious question, but one worth asking. If your logo was created in the 1990s, maybe it's time to get with the times. Maybe your logo isn't even responsive yet for both large and small screens, for example, mobile websites or profile pictures on social media. An outdated logo can make customers think you are not up-to-date (or even no longer exist).

Logo redesign versus logo revamp: which suits you?

If you answered yes to one or more of the above questions, it's time to redesign your logo. But there is more than one way to give your logo a much-needed reboot. You can give your logo a refresh or completely redesign it.

Giving it a refresh is a less dramatic approach. Think of it as a makeover that works with the design elements already in place. During a refresh, a designer makes small adjustments, such as updating colors or simplifying the entire look and feel. MasterCard's 2016 logo refresh is the ultimate example of a successful refresh. The credit card company retained its signature circles and colors, but also opted for a modern typography that is forward-looking.

A complete redesign of a logo, on the other hand, is quite an operation. This approach can include new messages, a new color scheme and even a new take on the company's name. Consider merging companies moving forward under a new name (and logo).

Before choosing a direction for your redesign, it is important to ask 3 more questions, namely:

1. Why doesn't my current logo work (anymore)?

These questions have been addressed before. See the key questions piece for considering a logo redesign.

2. What elements of the current logo should remain?

You are ready to give your logo a complete redesign, but before that happens, you need to determine which elements you would like to keep and thus reuse. These could be specific colors, but also typography or imagery. You may want to accentuate an element so that the eye goes here more, as Starbucks has done with bringing out the mermaid.

3. Does my current logo have a strong association with my target audience?

A major challenge in redesigning your logo is the potential disruption of the visual connection your customers have with the current logo. Take the time to understand how your customers relate to the current logo and consider the potential impact of a new logo. Will your existing customers be confused? If so, is it an acceptable risk to take?

The logo redesign process

You've asked the key questions, done the necessary research and are ready to move forward with your logo redesign. Well done, as this is an important and big step for your business. The time has come to begin the logo redesign process. Here a few things to keep in mind when working specifically on a redesign.

• Try to avoid comparing the new logo directly to the old logo. Instead, focus on how the new logo represents your brand or appeals to your customers;
• Change can bring unexpected emotions. Whether that's excitement about something new or fear of changing (too much). Be sure to take your time before making final decisions because then you will know you are making a change for the right reasons;
• Some elements of a logo redesign, such as a new color or a completely different design style, require larger changes to your branding and marketing materials. Consider the layout of your website, business cards, invoices and more. If you're not ready to change everything yet, consider keeping some elements the same!

What to do with your new logo or logo redesign?

You've had a new or updated logo designed. Then it's time to introduce the new logo. This starts with deciding whether to introduce the new logo silently or introduce the new logo on a set target date and celebrate the occasion with a formal announcement. Either way, you will need to update your logo on all (social) platforms and company materials, think corporate identity book, email signature, website, Google My Company, social media channels, and so on.

Knowledge base: logo

Herein answer the most frequently asked questions surrounding logos.

What is a logo?

Logos are images, text, shapes or a combination of these that represent a company's name. A good logo fits seamlessly with your company's brand values and identity.

Why is a logo important?

You may think that a logo is an afterthought when starting your business. But a logo is actually very decisive. A good logo creates a positive first impression, it generates interest, it helps people remember your company and it distinguishes your company from the competition. A good logo is part of your brand identity and brand strategy and supports you in building a strong brand.

Descriptive or non-descriptive logo?

When designing a logo, it is important to weigh whether you want a descriptive or non-descriptive logo, or a combination. A descriptive logo is one that indicates the type of product or service a brand provides. Consider the logo of Burger King, where the brand name is between a hamburger bun. McDonald's logo, on the other hand, is non-descriptive: the yellow M says nothing about McDonald's products.

Which logo is more effective?

Which type of logo is more effective? Harvard Business Review research shows that descriptive logos have a more positive effect on consumers' brand perception than non-descriptive logos. Consumers find it easier to visually process a descriptive logo and therefore better understand what the brand offers. This increases their willingness to buy the product or service.

Exceptions to the rule

By the way, the results of this study certainly do not apply to every brand. With well-known brands, for example, logo design is less of an influence because consumers have already developed a feeling for the brand. Descriptive logos also have a negative effect on brands that market products related to negative issues, such as insect repellents. Therefore, the association with the brand is naturally more negative. The researchers' overall conclusion is that it is best for a logo to have one design element that says something about the type of product or service the company offers.

What is a good logo?

A good logo meets a number of requirements:

1. The logo is unique and resembles no other known logo. You have a logo designed because you want to stand out as a company. That means your logo should also be distinctive and instantly recognizable to the target audience.
2. The logo says something about what your company does and what it stands for. It also matches what you want to portray as a company. This increases recognition and the feeling the target group has with your company. For example, the NS logo is a track, with arrows to the left and right: the NS transports you by train throughout the Netherlands.
3. The color choice and font are also defining elements of a good logo, which should match your business. For example, blue represents reliable, red represents passion and energy. A company like Disney uses a very playful font, while Rabobank keeps it clean.
4. The logo fits the target audience. Is your company a start-up that wants to appeal to a young audience? Then choose a completely different kind of logo than an insurance company, which goes for sleek and businesslike.
5. The logo does not have too many bells and whistles. It is important that it can print well on any size and background, from stationery to office building. If the logo has too many details, it is no longer easy to read and immediately loses power.
6. The logo is timeless. Of course, you can restyle it over the years as needed, but it is important that it always remain recognizable. Moreover, changing a logo is costly, since it must be implemented in all your expressions.
7. Make sure your logo and corporate identity fit together seamlessly so that your company's overall visual identity is correct. The mood, colors and looks of logo and corporate identity should match well.