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  • Writer's pictureDaniel Ruszkiewicz

Designing Your Small Business Logo: A Comprehensive Guide to Professional Services vs. DIY

Creating the perfect logo for your small business is much more than just a creative endeavor; it's a crucial step in establishing your brand's identity and making a lasting impression on your target audience. With the digital age in full swing, there are numerous resources at your disposal, ranging from professional design services to DIY online platforms like Canva. In this blog post, we'll explore the various aspects of designing a logo, including where to find help, how to do it yourself, ways to evaluate your logo's effectiveness, and the essential file types you'll need to ensure versatility and professional application across all mediums.

A image of a paper that has Logo Design being drawn on it

Finding Professional Help: Cost & Selection

An example of a small business logo design

What to Expect in Costs:

Hiring a professional designer or agency to create your logo can vary widely in price, depending on the designer's experience, the complexity of your logo, and the extent of the branding package you require. For a freelance designer found on platforms like 99designs, Fiverr, or Upwork, prices can range from as low as $50 to upwards of $1,000 for a custom logo design. For more comprehensive branding services from an established agency, the cost can start from a few thousand dollars and go up significantly from there.

How to Select Your Professional:

Choosing the right designer is about more than just cost. Consider the following steps:

  • Portfolio Review: Look at their previous work to ensure their design style aligns with your vision.

  • References and Reviews: Check reviews or ask for references to gauge their reliability and customer satisfaction.

  • Communication: Ensure they understand your business, target audience, and the message you want your logo to convey.

  • Deliverables: Discuss what files and formats will be provided upon completion.

DIY with Online Tools: Cost & Utilization


Many online logo design tools offer free basic versions, with paid options providing more features and flexibility. For instance, Canva has a free version that might be suitable for your initial design needs, while its Pro version offers more advanced features starting at around $12.99 per month. Other platforms like Adobe Spark and LogoMaker also offer various pricing tiers, typically ranging from $10 to $50 per month, depending on the services and resources they provide.

Utilizing DIY Tools:

Focus on tools that offer intuitive design interfaces and a wide range of templates and assets. Look for platforms that provide educational resources or tutorials to help you make the most of their features.

DIY Tips

If you're on a tight budget or just want to unleash your own creativity, DIY online design tools like Canva are a game-changer. Canva offers user-friendly design templates specifically for logos, providing a plethora of design elements such as icons, fonts, and color palettes to help you craft your logo without any prior design experience. The key to a successful DIY logo is simplicity; focus on creating a design that is easy to recognize and versatile across various applications.


Evaluating Your Logo

Whether you've decided to go professional or take the DIY route, evaluating your logo's effectiveness is crucial. Here are a few criteria to consider:

  • Relevance: Does your logo accurately reflect your business and appeal to your target audience?

  • Memorability: Is your logo distinctive and easy to remember at a glance?

  • Versatility: Can your logo be easily applied across different mediums and scales without losing clarity?

  • Timelessness: Will your logo still be effective and relevant in 5, 10, or 15 years?


Feedback from friends, family, and your target market can also provide invaluable insights into how your logo is perceived.


Essential File Types

Once you have your logo, it's important to prepare it in various file types and formats to ensure it can be used effectively in all your branding materials. Here are the essentials:

  • Vector Files (AI or EPS): These files are scalable without losing quality, ideal for printing.

  • PNG Files (Essential): Perfect for web use, PNG files support transparency, making them versatile for overlaying your logo on different backgrounds.

  • JPEG: Good for initial logo presentations and standard web use, though not transparent.

  • Black and White Versions (Essential): Having your logo in black and white ensures it will look good in publications that don't print in color or even darker sections of the website.

  • Icon, Rectangular, and Square Versions: Different platforms and uses will require different logo shapes. Preparing these variations in advance will save you time and maintain brand consistency.

    • Icon Logo (Essential): The icon version of your logo is essentially a simplified, more compact representation of your brand. It's used in places where space is limited or where the logo needs to be recognized at a glance. This includes app icons, favicons for websites, and social media profile pictures.

    • Rectangular Logo (Essential): The rectangular version is suitable for header spaces on websites, letterheads, or any horizontal space. It's the version you're likely to use in the majority of your marketing materials.

    • Square Logo (Essential): Square logos fit perfectly in spaces where a more symmetrical design is required, such as certain social media platforms, packaging, or business cards. It’s a versatile shape that works well in both digital and print mediums.




Creating a logo for your small business is a pivotal step in your branding strategy. Whether you choose to hire a professional or take the DIY route, ensure your logo is relevant, memorable, versatile, and timeless. Remember, your logo is often the first point of interaction between your business and potential customers, making its design and usability paramount for your brand's success. Adopting the correct strategy will transform your logo into a robust cornerstone of your brand's identity, creating a meaningful connection with your audience and fostering the expansion of your business.


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