How to buy a logo?

Getting a logo doesn't have to be hard and expensive.

By Matic Broz, editor-in-chief of Photutorial covering stock media, Adobe, and design. He founded Photutorial while finishing his PhD in computational biosciences.

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To buy a logo, you’ll first need a business that you want your logo to represent, which you can set up in about 15 minutes with Tailor Brands. Then, once you’ve started the process of creating your business, you can start creating a logo for it.

It may seem confusing initially, but buying a logo is pretty straightforward. Here are ten steps to help you understand how to buy logos:

Step 1. Understand the importance of a logo

A logo serves as the visual representation of your brand, making it a crucial aspect of your business’s identity. Understanding its importance will help you make informed decisions throughout the logo design process.

A well-designed logo distinguishes your business from competitors and helps create a lasting impression on potential customers. It conveys your brand’s personality, values, and message, effectively becoming the face of your company.

Your logo is often the first thing customers see, making it vital to forming a positive first impression. A memorable logo can foster brand recognition, ensuring that your business stays top-of-mind with your target audience.

A professionally designed logo lends credibility to your business, demonstrating your commitment to quality and attention to detail. It helps establish trust with customers, who are more likely to engage with and remain loyal to brands they perceive as reliable and professional.

Step 2. Determine your logo requirements

Before you begin the process of buying a logo, you should determine your specific requirements. This will help you select the right designer or design platform and ensure that the final design aligns with your brand’s identity and goals. Here’s what you need to know:

  • Define your target audience: Identify the demographics and preferences of your ideal customers. Understanding your target audience will help you create a logo that appeals to their tastes and resonates with their values.
  • Assess your brand’s personality: Determine the personality traits and characteristics that best represent your brand. Are you modern and innovative, or traditional and reliable? Defining your brand’s personality will guide your choice of design elements, such as colors, typography, and imagery.
  • Outline your design preferences: Consider the style, color scheme, and typography that you want to incorporate into your logo. Reflect on the visual elements that will best convey your brand’s message and make it stand out in the crowded marketplace.
  • List essential features: Identify any specific design elements or features that must be included in your logo, such as a particular symbol, icon, or text. Make sure to communicate these requirements clearly to your designer or design platform.
  • Determine your budget: Establish a budget for your logo design project. Your budget will influence the type of design service you choose, whether it’s a freelance designer, design agency, or online logo maker. Keep in mind that investing in a high-quality logo can have significant long-term benefits for your brand.
  • Consider adaptability and scalability: Your logo should be versatile enough to be used across various media and marketing materials, both digital and print. Ensure that your design can be easily resized and adapted for different formats without losing quality or legibility.

Step 3. Gather inspiration and ideas

Once you’ve identified the importance of a logo and determined your logo requirements, it’s time to gather inspiration and ideas to bring your vision to life.

Start by examining the logos of your direct competitors and successful brands within your industry. Pay attention to common design elements, styles, and trends that can serve as a foundation for your logo. This will enable you to create a design that appeals to your target audience while differentiating your brand from the competition.

Next, compile a mood board by collecting images, color schemes, typography, and design elements that inspire you or represent your brand’s personality. Browsing design resources like websites, blogs, and social media platforms such as Pinterest and Instagram can also help you uncover new ideas and trends in logo design. Save any designs that capture your attention and align with your brand.

Logo ideas on Pinterest
Logo ideas on Pinterest

As you gather inspiration, consider your brand’s unique selling proposition (USP) and how you can integrate it into your logo. Your USP could be a specific product feature, exceptional customer service, or a unique brand story. Additionally, think about the narrative behind your brand and the core values that drive your business. Incorporating aspects of your brand’s history or values into your logo can foster a deeper connection with your target audience.

Finally, even if you don’t have a background in art, sketch some rough ideas for your logo. This will help you visualize your ideas and provide a starting point for discussions with your designer or design platform. With a clear vision and preferences for your logo design, you’ll be better prepared to achieve a final logo that accurately represents your brand and appeals to your target audience.

Step 4: Choose a design approach

After gathering inspiration and ideas, it’s time to determine the best design method for your logo. You’ll need to decide whether to collaborate with a professional designer, utilize a design platform, or create the logo on your own. Each option has its pros and cons, so it’s essential to carefully consider them based on your budget, timeline, and design abilities.

1. Hire a professional designer

Collaborating with a professional designer can produce outstanding, customized results tailored to your brand’s specific requirements. Skilled designers can transform your vision into reality by merging your concepts with their knowledge of design principles, typography, and color theory. To locate a designer, you can explore local agencies, freelance platforms, or ask your network for suggestions. Always review their portfolios to ensure their design style matches your vision. Keep in mind that hiring a professional designer might be more costly and time-consuming, but the investment can be valuable if it leads to a timeless logo.

2. Online logo maker tool

For a more budget-friendly alternative, consider using a design platform or logo maker. These online tools provide a variety of pre-made templates that you can modify to fit your brand’s identity. Platforms like Looka, Canva, Adobe Express, and Tailor Brands enable you to experiment with different designs, fonts, and colors, making it simple to create a distinctive logo without professional design experience.

While these tools might not offer the same level of customization as a professional designer, they can be an economical solution for businesses with limited budgets or tight schedules.

» What is the best logo maker? Compare the best logo makers of 2023

3. DIY logo design

Designing the logo yourself is the most cost-effective option but may demand a substantial time commitment, particularly if you’re unfamiliar with design software. If you possess some design skills and can access programs like Adobe Illustrator or Affinity Designer, you can create a custom logo from scratch.

Be sure to familiarize yourself with design principles, typography, and color theory to guarantee your logo is visually appealing and effectively communicates your brand message.

» What is DIY logo design? Learn all about DIY logo design

Regardless of the design method you select, always seek input from others throughout the process. Feedback from colleagues, friends, or even potential customers can provide valuable insights and help you fine-tune your logo before finalizing it. Keep in mind that your logo is your brand’s visual representation, so dedicate the necessary time and effort to develop a design that connects with your target audience and distinguishes your business from competitors.

Step 5: Create a logo design brief

After choosing the right design approach, the next step is to create a logo design brief. A design brief is a document that outlines your logo’s requirements, objectives, and expectations, providing a clear roadmap for the design process. Whether you’re working with a professional designer, using a design platform, or creating the logo yourself, having a well-defined brief ensures everyone involved is on the same page and helps streamline the creative process.

Start by describing your company’s background, mission, and target audience. This information helps establish the context for your logo design and guides the overall visual direction. Clearly communicate your brand’s personality, values, and goals, as these elements will inform the design choices such as colors, typography, and imagery.

Next, outline any specific design requirements or constraints. This may include color preferences, required elements, or restrictions based on industry regulations or existing branding materials. If you have examples of logos or design elements that you like or dislike, include them in your brief to provide visual references and inspiration.

Establish a clear timeline for the design process, including key milestones and deadlines. If you’re working with a professional designer, make sure to allocate time for feedback, revisions, and approvals. Having a well-defined schedule helps keep the project on track and ensures all parties are aware of their responsibilities and deadlines.

Finally, specify the deliverables you expect at the end of the project. This may include various file formats, sizes, or color variations of the final logo. Make sure to request any additional assets you may need, such as social media profile images, favicons, or branded materials like business cards or letterheads.

A comprehensive logo design brief serves as the foundation for a successful design process, helping to ensure that the final logo effectively captures your brand’s essence and resonates with your target audience. By clearly outlining your expectations and requirements, you can save time, avoid misunderstandings, and achieve a logo that meets your business’s needs.

Step 6: Evaluate and select a designer or platform

Once your logo design brief is ready, it’s time to evaluate and select a designer or platform to bring your vision to life. The right choice depends on factors like your budget, design needs, and preferences. Consider the following options as you make your decision:

  1. Freelance designers: Hiring a freelance designer allows for a more personalized experience and potentially unique, custom-made designs. To find a suitable designer, explore portfolios on platforms like Behance, Dribbble, or Upwork. Look for someone with a style that aligns with your brand’s identity and has relevant experience in your industry. When evaluating potential candidates, consider their past work, reviews from clients, and their overall communication skills.
  2. Design agencies: Design agencies often have a team of professionals with expertise in various aspects of design, which can result in a more polished and cohesive final product. While agencies can be more expensive than freelancers, they may offer additional services like branding strategy, packaging design, or website development. Research local or specialized agencies, and review their portfolios and client testimonials to gauge their capabilities.
  3. Online logo design platforms: If you’re on a tight budget or looking for a quicker turnaround, an online logo design platform may be a suitable option. These platforms, such as 99designs, Tailor Brands, or Looka, offer a range of services, from pre-made logo templates to design contests. Keep in mind that while these platforms can provide affordable and fast solutions, they may not offer the same level of customization or personalization as working with a freelance designer or agency.
  4. DIY design tools: If you have some design skills or are willing to learn, consider creating your logo using a DIY design tool like Canva, Adobe Illustrator, or Affinity Designer. These tools offer templates, tutorials, and resources that can help you develop a professional-looking logo on your own. However, this option requires time and effort to achieve the desired result.

When selecting a designer or platform, weigh the pros and cons of each option against your budget, timeline, and design requirements. By carefully considering these factors and aligning them with your logo design brief, you can make an informed decision and ultimately achieve a logo that reflects your brand’s unique identity.

Step 7: Collaborate on the design process

Once you’ve chosen a designer or platform, it’s time to collaborate on the design process. Effective communication and collaboration are crucial to ensure that your logo meets your expectations and embodies your brand identity. Here are a few tips to help you navigate this stage:

  1. Share your design brief: Provide your designer or platform with the logo design brief you created earlier. This document will serve as the foundation for the design process, offering a clear understanding of your brand’s values, target audience, and preferred style.
  2. Establish expectations: Discuss your expectations regarding timelines, deliverables, and the number of revisions you expect. Setting these parameters upfront helps avoid misunderstandings and ensures a smoother process for both parties.
  3. Maintain open communication: Keep an open line of communication with your designer or platform throughout the design process. Regularly share feedback and ask questions to ensure that the project stays on track and aligns with your vision.
  4. Offer constructive feedback: When reviewing design drafts, provide specific and actionable feedback that helps your designer improve the logo. Avoid vague statements like “I don’t like it” and instead focus on specific elements, such as “The font feels too formal” or “The color palette needs more contrast.” This clarity will help your designer better understand your preferences and make the necessary adjustments.
  5. Be open to suggestions: While it’s essential to convey your ideas and preferences, remember that your designer is a professional with valuable experience and expertise. Be open to their suggestions and consider their input, as it may lead to a more effective and impactful logo design.
  6. Review the final design: Before signing off on the final design, ensure that it meets your requirements, aligns with your brand identity, and reflects the objectives outlined in your design brief. Additionally, check that the logo looks good in various sizes and formats, as you’ll likely use it across different mediums.

By actively collaborating with your designer or platform, you can establish a strong partnership that results in a logo that perfectly represents your brand and resonates with your target audience.

Step 9: Review and finalize your logo

As you approach the end of the design process, it’s essential to thoroughly review and finalize your logo before unveiling it to the world. This step ensures that your logo is polished, professional, and ready for use across various platforms. Here’s a checklist to guide you through the final review stage:

  1. Check for consistency: Ensure that your logo maintains consistency in terms of colors, fonts, and style across different formats and applications. This consistency is crucial for reinforcing your brand identity and making a lasting impression on your audience.
  2. Test scalability: A successful logo should be easily recognizable and maintain its visual appeal at different sizes. Test your logo in various dimensions, ranging from small business card sizes to larger banners or billboards, to confirm its versatility.
  3. Assess legibility: Make sure your logo is easy to read and understand, regardless of its size or placement. This includes checking that any text elements are clear and legible and that the overall design doesn’t become confusing when scaled down.
  4. Examine versatility: Your logo should be adaptable to various contexts, including both digital and print applications. Test how it looks on different backgrounds, in black and white, and on various devices to ensure that it remains visually appealing and recognizable.
  5. Get feedback: Share your logo with trusted colleagues, friends, or even a focus group from your target audience to gather valuable feedback. This input can provide insights into how others perceive your logo and help you identify any potential issues that may have gone unnoticed.
  6. Make final adjustments: Based on the feedback you receive, make any necessary final adjustments to your logo. This may include minor tweaks to colors, fonts, or layout to achieve the desired impact.
  7. Obtain final files: Once you’re satisfied with your logo, request the final files from your designer or platform. These files should include various formats (such as JPEG, PNG, and vector-based files like EPS or SVG) to accommodate different use cases. Additionally, ask for a style guide outlining the specific colors, fonts, and usage guidelines for your logo to ensure consistent application across all marketing materials.

By thoroughly reviewing and finalizing your logo, you’ll create a strong visual representation of your brand that can be used with confidence across various platforms and mediums.

  • Assessing design against the brief and objectives
  • Ensuring versatility and scalability
  • Confirming file formats and usage rights

Step 9: Implement Your Logo Across Your Brand

Step 9: Implement Your Logo Across Your Brand

Now that you have a finalized logo, it’s time to implement it across your brand to create a consistent visual identity. This step ensures that your logo becomes synonymous with your business and helps build brand recognition. Here are some key considerations for implementing your logo across your brand:

  1. Update existing materials: Replace your old logo with the new one on all your marketing materials, such as business cards, letterheads, brochures, and promotional items. This includes both digital and print assets, ensuring a seamless transition to your new visual identity.
  2. Revamp your website and social media profiles: Update your website and social media profiles to feature your new logo. This includes adjusting the site’s color scheme and typography to align with the logo’s design and your brand’s visual identity.
  3. Create a brand style guide: Develop a comprehensive brand style guide that outlines the proper use of your logo, including its placement, size, color variations, and any restrictions on its use. This guide should also detail your brand’s typography, color palette, and any additional visual elements to ensure consistency across all touchpoints.
  4. Train your team: Educate your team members about the new logo and its significance, as well as the importance of maintaining a consistent brand identity. Share the brand style guide with them and provide guidance on how to apply the new branding across various channels.
  5. Communicate the change to customers and partners: Inform your customers, partners, and other stakeholders about your new logo and the rationale behind the change. This can be done through a press release, blog post, email newsletter, or social media announcement.
  6. Monitor and enforce consistency: Keep an eye on how your logo is being used across different platforms and materials to ensure consistent application. Address any inconsistencies or misuse promptly to maintain the integrity of your brand identity.
  7. Measure the impact: Assess the effectiveness of your new logo by tracking key metrics such as brand recognition, customer engagement, and overall brand perception. This will help you gauge the success of your rebranding efforts and inform future branding decisions.

By implementing your logo across your brand consistently and thoughtfully, you’ll establish a strong visual identity that resonates with your target audience and sets your business apart from the competition.

  • Updating your website, social media, and marketing materials
  • Creating brand guidelines for consistent logo usage
  • Ensuring proper logo placement and sizing

Step 10: Protect Your Logo Investment

Step 10: Protect Your Logo Investment

After investing time, effort, and resources into creating your logo, it’s essential to protect it legally to ensure that your brand’s identity remains exclusive to your business. Taking the necessary precautions can help prevent potential trademark infringements and avoid costly disputes. Here’s how you can protect your logo investment:

  1. Conduct a trademark search: Before finalizing your logo, conduct a thorough trademark search to ensure that it doesn’t infringe on any existing trademarks. This will help you avoid potential legal issues and the need to redesign your logo in the future.
  2. Register your trademark: Register your logo as a trademark with the appropriate government agency, such as the United States Patent and Trademark Office (USPTO) in the US, to secure legal protection. Registering your trademark grants you exclusive rights to use the logo for your specific goods or services and enables you to take legal action against unauthorized use.
  3. Secure international protection: If your business operates or plans to operate in multiple countries, consider registering your trademark in those jurisdictions as well. This will help safeguard your logo investment on a global scale and prevent potential infringements in foreign markets.
  4. Use the appropriate trademark symbols: Display the appropriate trademark symbol (™ for unregistered trademarks or ® for registered trademarks) alongside your logo to signal that you claim ownership and intend to protect it. This can help deter potential infringers and demonstrate your commitment to protecting your brand’s identity.
  5. Monitor and enforce your trademark rights: Regularly monitor the marketplace for any instances of unauthorized use or potential infringements of your logo. If you discover a violation, take prompt legal action to enforce your rights and protect your brand’s reputation.
  6. Maintain your trademark registration: Ensure that your trademark registration remains valid by fulfilling any maintenance requirements and paying the necessary fees. Keep an eye on renewal deadlines to avoid losing your trademark protection.

By proactively protecting your logo investment, you can maintain the exclusivity of your brand’s identity and prevent competitors from capitalizing on your hard work.

  • Registering a trademark for your logo
  • Monitoring for potential logo infringement
  • Updating your logo as your business evolves


In conclusion, a well-designed and thoughtfully executed logo is a crucial element of your brand’s identity. By following these steps – understanding the importance of a logo, determining your requirements, gathering inspiration, sketching ideas, creating a design brief, selecting a designer or platform, collaborating on the design process, reviewing and finalizing your logo, implementing it across your brand, and protecting your investment – you can create a logo that effectively represents your business and resonates with your target audience.

Investing time and effort into each of these steps will help ensure that your logo not only looks professional but also communicates the right message to your customers. Remember that your logo is often the first impression your brand makes, so it’s essential to create a design that sets the stage for a strong, lasting relationship with your audience. With careful planning, creativity, and collaboration, you can craft a logo that embodies the essence of your brand and positions your business for success.

  • The value of investing in a well-designed logo
  • Embracing the logo design process as a branding opportunity
  • Continuously evaluating and refining your logo for long-term success


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