A logo is not just a fancy icon to plaster on merchandise; it is a powerful expression of your brand’s promise and needs to stand out from the competition. Your logo is often the first thing potential clients notice about your business, so it’s crucial to craft a design that communicates your message clearly and effectively.

To help you marry your logo design with your business ideals and create something memorable and fitting, we’ve gathered the wisdom of fifteen professionals from the Forbes Communications Council.

Do the Groundwork first

Before diving into logo design, take the time to truly understand your brand, its values, and the emotions you want to evoke. Creating a deep connection between your logo and brand requires thoughtful consideration. Start by answering your “why” and then focus on visually representing it. By doing the groundwork, you’ll lay a solid foundation for your logo to thrive. – Maile Keone, Listen Technologies Corporation

Keep it Classic and Timeless

Good branding should stand the test of time. Take the necessary time to ensure you have the right logo and name for your brand. Opt for simplicity and recognizability, and set clear standards for how your logo should be used. A timeless logo will stay relevant for years to come. – Kate Barton, Clearview Advisory

Tap into Your Employees’ Voice

Some of the best logos and taglines are born through collaboration with your employees. Engage them in brainstorming sessions to explore different words and design ideas. When your employees feel connected to the brand, it comes alive through their actions, ultimately creating a more authentic and impactful logo. – Stacy Sherman, DoingCXRight®‬

Evoke the Right Emotion

Your company name and logo create the first impression on your audience. Consider the emotions you want them to feel. Do you aim for playfulness or professionalism? Are you targeting consumers or businesses? Use the name, typography, iconography, and colors to strike an emotional chord with your ideal customers. – Rick Ramos, HealthJoy

Begin with Your Brand Story

Start the logo creation process by focusing on your brand story and identity. Define and align your company name and brand story, and let the logo naturally unfold from there. When all the pieces of your brand are harmonized, the logo will seamlessly fit the puzzle, providing a complete and cohesive representation of your business. – Shiloh Holmes, Open Roads Marketing

Aim for Memorable

While exposure is crucial for branding, being memorable can save you from hefty marketing costs. Strive for a memorable and slightly quirky logo. If your customers only need to hear your brand name once, they are more likely to remember it and recommend it to others. – Scott Lysz, A&D Technology

Follow Your Intuition

Sometimes, business decisions call for strict analysis, but naming and designing your logo often require an intuitive approach. Trust your gut instincts. Start with your name and brainstorm words associated with your values and mission. Expand your creativity with the help of Thesaurus.com, find the right colors and fonts, and watch your logo take shape organically. – Melissa Kandel, little word studio

Embrace Minimalism

Both your brand name and logo should be easily recognizable and simple. When selecting a name, consider using the founder’s name or giving it a playful twist. Ensure the name is easy to pronounce and, if possible, opt for a monosyllabic word. For the logo, enlist a design professional who can create a unified, minimalist aesthetic that captures your essence. – Amine Rahal, Regal Assets

Connect with Your Customers

E-commerce companies can improve user interfaces by blending data and human perspectives. By understanding customer preferences and behaviors, brands can design experiences that suit their users’ needs. This approach enables brands to gain insights into their customers’ perspective and ultimately design logos that appeal to their target audience. – Michelle Huff, UserTesting

Be Personable

The best company names speak to the essence of what the business does using familiar words that customers can easily understand and remember. By choosing an everyday concept, you can create a personable logo that can be used creatively across your marketing efforts. While combining words may be challenging, it can yield remarkable results, as exemplified by companies like VMware, Mulesoft, and Gremlin in the B2B enterprise software space. – Alberto Farronato, Gremlin

Target Your Niche

Create an idea that deeply resonates with your target audience and delivers a message tailored specifically to them. The logo should reflect your solution for their needs, enabling them to understand why your business makes sense for them. Aim to strike a chord with your target audience through your brand message. – Cody McConnell, Be Unique Consulting

Test Different Brand Versions

To ensure your branding resonates with your target audience, gather focus groups and ask for their feedback. Engage them in discussions about what attracts them to your logo and dig deeper to understand the emotions behind their attraction. With their insights, you can enhance your logo and company name, ensuring they align with your brand identity. – Maura Kennedy, Pond Lehocky, LLP

Future-Proof Your Name

To cater to the ever-evolving market, consider keeping your company name broad. Best Buy, Apple, and Dunkin’ Donuts changed their names as their business focus shifted. A broad name allows for future adaptability and ensures your brand remains relevant even as your business evolves. – Vincent Phamvan, Vyten Career Coaching

Emphasize Unique Value

When creating a logo and name for your brand, infuse them with purpose-driven storytelling. Your brand identity should loudly convey not only what your company does but also why you do it and what sets you apart from the competition. Connect with your audience on a deeper level by highlighting your unique value proposition. – Megan Longenderfer, Victaulic

Optimize for SEO

A well-crafted company name and logo can give your brand a competitive edge. Before launching your brand, consider the SEO implications. Is your name too common? Are there other companies with the same name? An original name will make it easier for your brand to stand out in search results, giving you a valuable advantage. – Patrick Ward, Rootstrap

Crafting a logo that fits your brand requires careful consideration and deep understanding. Implement these tips and guidelines from industry professionals to create a logo that perfectly represents your brand’s personality, values, and message. With a well-designed logo, you can leave a lasting impression and set your business apart.