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A simple recipe for a marketing agency logo

Cooking design sample
A recipe for a great logo

Creating a logo is like cooking. You must have all the ingredients, the recipe, and most importantly: the skill to make the best one for your needs.

If I had a dozen eggs without a recipe book, I’d only be able to cook 12 sunny side-ups. That’s the only way I know how to cook an egg 🤷‍♀️ If I had a recipe book, I still wouldn’t be able to make a proper dish with eggs only.

If I had no eggs to work with, I wouldn’t be able to do anything, even if I had a recipe book or even if I magically become a 4-Michelin star chef.

To create a professional logo, you need a designer with the right tools, the right skills, and a clear understanding of the brand.

A logo is a badge of your taste and standard

“You should go on a diet”, said my mom to my sister last month when she saw her trying to rip her jeans by forcing them on.

She then playfully pinched my mom’s flabby arms and said: “You first.”

Up to this day, neither of them went on a diet. True story.

Any business will not trust a marketing agency with a bad logo because it shows the agency’s taste and standards.

If the client’s logo looks better than the agency’s, how else could the agency confidently influence high-profile clients’ branding choices?

A high-quality logo and branding raise your standards and (possibly) your pay grade.

Let’s get cookin’!


1 colour palette that matches your brand

2 font/typography options

1 icon or image your want your brand to be associated with

Step 1

Select a font that reflects your agency’s characteristics

Typography is used to convey voice, tone, and character. Select a font that fits the company’s values: whether it’s classy, vintage, quirky, or trendy. Here’s an article about choosing the best fonts.

Step 2

Choose colours thoughtfully.

Colour stimulates emotions. The colours in a logo influence purchase choices. The palette of the brand should express company ideals while being distinct enough to avoid being mistaken with others in the industry.

Step 3

Use a simple memorable symbol.

The purpose of a logo is for the client to remember the brand.

Memorable logos don’t symbolize a service or product literally. Take a look at Apple for example, which is a technology company, its logo is a fruit, not a computer. Mercedes Benz, a car manufacturing company, doesn’t have a car in its logo.

For a marketing company with a rather abstract set of services, you can start with the values of your brand. Choose one then find the best icon that can represent it.

Let’s say you chose “connections”. Connections can be represented by stylized links, chains, or connecting puzzle pieces. They can be hand-drawn or from vector graphics.

The symbol must capture a client’s attention for less than 10 seconds for them to remember it.

Step 4

Taste test

A common mistake is to greenlight a logo just because it is according to the CEO’s taste.

Commonly, the brand’s owner isn’t a designer, so you need to collect feedback from real clients and people who will use the logo.

Another option is to ask your designer to give you multiple variations of it so you’re sure you’ve exhausted all your choices.

Client choosing logo
Choices, choices

Add salt and innovation to taste

Do you know why our grandmothers are almost always the best cooks? They’ve cooked your favourite dish over and over to the point that they’ve perfected it through the years.

Like a dish, a logo should not remain stagnant. It must be freshened up and perfected to suit the changing goals of the company while maintaining its connection with current clients.

On-demand design services can cook and even tweak the best logo design for your agency or for your client. They have the ingredients, the recipe book, and the skills to deliver the design you need.

Bon Appetit!